Wow, I’m already half way through my time here at BEAM. It’s kind of surreal to think about, because I’ve already learned so much in this short period of time. Honestly, I feel lucky to even be sharing space with the wonderful creatives here. Not only are they teaching me to think in new ways, but they’re also forcing me to step up my game because everyone here is so damn good. I’ll admit that it’s a bit nerve-racking to be with new people, in a new space, in a new city. Yet, my desire to improve and impress is overshadowing any fears I may normally have in such circumstances.
When I think of the most important thing I’ve learned so far, I’m reminded that as an interactive agency, BEAM allows me to work in realms that up until this point, I’ve only dabbled in. This rings especially true for developing end-to-end user experiences. Sure, I’ve developed a wide array of pieces and parts over the years, but the projects I’m apart of here are teaching me how to better inform, engage, and continue to improve, the user relationship with a product or service. From the moment someone is first introduced to a brand, a relationship—whether good or bad—is formed. And much like traditional relationships, the brand relationship can go through ebbs and flows over time.
That’s why BEAM sets out to improve and perfect every moment of engagement. They understand that every brand touch point influences one’s relationship with it, even if it’s not intended for them. For instance, someone may see a subway ad that’s intended for a different demographic, but it will still resonate with them on some level having just seen it. Personally, I relate this notion to the cartoon, Adventure Time, on Cartoon Network. It’s a program geared toward children, yet it’s humor and content easily resonate with folks my age, even though we aren’t the intended audience. Heck, I don’t even think we’re a secondary or tertiary audience. It just clicks.
So, as I continue my time here, I’m beginning to see the much bigger picture on how to forge and maintain such relationships. Granted, these are all things I already know from reading or past experience. But this is the first time I’ve actively played a role in their development. It’s extremely exciting and I can’t wait to see where we go from here.