Upstate Business Journal

First Look: Erwin Penland moves to new office and modifies name

Legally still Erwin Penland, the 31-year-old advertising and marketing firm changed its public name to EP+Co. the same week it moved from 125 E. Broad St. to 39,000 square feet of office space across three floors at 110 E. Court St.

May 10, 2017

by Ariel Turner

A truly homegrown Greenville business simultaneously got new, high-tech digs and announced a name change the first week of May.

Legally still Erwin Penland, the 31-year-old advertising and marketing firm changed its public name to EP+Co. the same week it moved from 125 E. Broad St. to 39,000 square feet of office space across three floors at 110 E. Court St. The building currently also houses Cherry Bekaert, Parker Poe, Hughes Commercial, and the rooftop event venue Avenue. Hughes Agency plans to move in this summer.

“We’ve updated our brand identity, which includes a new logo, colors, and font, but most importantly an acknowledgment of the entire organization,” said Con Williamson, EP+Co. co-president and chief creative officer. “We are still the same great EP, but now we are EP+Co. EP+Co. is symbolic of the combined efforts of the entire agency — not just one person. Ever forward.”

EP+Co. has office space on the garden level, half of the third floor, and the entire fourth floor. The firm’s New York office also just moved from Third Avenue to a location in Bryant Park, which is being renovated to match the style of the Greenville space.

“This space is meant to feel loft-like, but there’s a throwback to that textile feel that Greenville’s known for,”said Jeff Hoffman, SVP, director of marketing and business development.


 
The design of the space is intended to foster creativity, with the majority of the areas offering flexible usage, or free address. Most employees, unless they use large computer monitors, do not have permanent workstations. All other employees are allowed to work wherever they choose in the space, be it at a desk or in a lounge on a black leather sofa.

“As our agency’s kind of evolved and changed over the past 31 years, we’ve also recognized that people travel a lot more,” Hoffman said. “We have a lot of folks who are gone a lot so you don’t need as much permanent space to be anchored down.”

A bank of lockers runs along a half wall bordering an open area with rows of desks, and employees can use those to store personal belongings if they choose to.

Tools to enhance creative usage include multiple TVs with Solstice by Mersive integrative technology installed by Fusion Commercial AV that allow unlimited users to connect to a single screen simultaneously. Many of the glass walls are one-third white board to allow for instant brainstorming and documentation. Magnetic walls are installed throughout.

Additional features include:

  • 20 conference rooms and collaboration spaces.
  • Two editing suites/Black Box content studio that total 5,000 square feet.
  • Multiple social media listening and data analytics rooms.
  • Full-service kitchen and break area with two Yee-Haw brews on tap and a popcorn machine.
  • Large oblong community table and square picnic table built by employees Karl Dunn and Seth Hunt from 200-year-old reclaimed wood (some of the nails
    were melted down from computers from the old EP building).
  • The red metal staircase that runs between floors three and four (a nod to the former location’s red spiral staircase).
  • Designated lactation room for mothers.
  • The Retreat, a no-call, no-talking space.

 

Hoffman said, “You gotta know where you came from to know where you’re going, and a lot of these pieces elicit that feel of that textile heritage.”

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