Distilling 20

20 years. Technologies evolve, trends shift, companies rise and fall, and places change. Indeed, the little web application shop founded in 1996 looks very different from the digital agency of 2016. How does a technology company thrive and stay relevant for two decades? Distill OpenRoad down to its essence, and a common thread emerges. Commitment to craft, the drive to solve hard problems, and a focus on empowering people with technology are still part of what makes the firm as unique in 2016 as it was in 1996.

1/ Great Work

OpenRoad is a communications and web agency that works with clients and organizations from a broad variety of industries. New clients, methods, and capabilities are added in service of the firm's vision of empowering people with technology, while simultaneously shaping the firm's identity and redefining its ongoing mission.

2/ ThoughtFarmer

OpenRoad's philosophy on to how organizations can work is embodied as software in the company’s ThoughtFarmer product: user-centric design, open information sharing, team-centred collaboration, and personal accountability.

3/ Kindness

High drama unfolded in the office this morning when Martyn spotted Office Mouse behind his credenza. Martyn was determined to catch Office Mouse alive and release him back to nature. An elaborate trap was constructed out of a box and software books (which we all knew would come in handy one day!), and after coaxing Office Mouse into the trap, Martyn was able to safely and ethically move Office Mouse outdoors.
We chose to release Office Mouse in the alley. To our dismay, as soon as Office Mouse was let go, three bad-ass Gastown chickadees started attacking him. This left Office Mouse no choice but to flee into the first open door, which just happened to lead back into our building. Is Office Mouse gone forever? Or does Martyn have a new friend? Only time will tell...
— Jul 15, 2011

4/ Team

During OpenRoad’s early years, a disgruntled shareholder attempted a hostile takeover of the company by trying to fire founders Darren Gibbons and Gordon Ross. The founders were locked out of their computer accounts and the police were called to the premises to help enforce the decision. But the employees independently rallied together and wrote a letter asserting that “OpenRoad Communications, without Darren and Gordon, is most certainly not a place where we want to work”. Thanks to the loyalty of staff, the action was reversed. The two founders bought out the disgruntled shareholder with the help of a private investor. This defining moment solidified the corporate philosophy around the values of employees, teamwork, and integrity.

5/ Tools

This NeXTstation is from one of the computer labs at Simon Fraser University, where the founding members of OpenRoad first met, and where the websites for first OpenRoad clients were created. NeXTstations were the brainchild of Steve Jobs and—costing over $9,000 (in 2016 dollars)—they were considered incredibly-advanced for their time. In 2016 OpenRoad uses Macs that are 1500 times more powerful but 20% of the cost of the NeXTstation, running an updated version of the same operating system.

6/ Legends

...Olund was off to an early lead. With Van Kuyk passing him burgers, Olund stood tall in the sunshine, consuming 6 with relative ease. Rothney, late in starting due to long lineups had some catching up to do… Following a small breather and some cheering from the crowd, Olund picked up the 13th burger. Rothney had to respond to the challenge… Half way through, Bill Wishart came out of the food court with two hot burgers. Olund pounced and there was nothing Rothney could do this time, but watch and hold his gut. Official results: Mike Olund 14, Jamie Rothney 13, Jeff Pennal 6, Richard VanTol 6, Gordon Ross 6, Matt Cooper 6, Shuzo Kubo 4, Winston Ng 4, Nirmal Gerow 3, Helen Oldershaw 2 —Gordon Ross, June 2, 1999

7/ The Acquisition

OpenRoad had always integrated a broad set of skills in their practice, including software development, user research, and strategy services. But one service—design—had often been outsourced to partner agencies. One of these agencies was Mod7, whose principal, Wil Arndt, met OpenRoad founder Darren Gibbons in 2004. Over the years, the founders discovered that Mod7 not only rounded out much-needed skillsets in creative concept and design, but that the company also aligned with OpenRoad’s values. After nine years of working as separate companies, Gibbons approached Arndt over bowls of udon soup with the proposition: “Come join OpenRoad, we’ll do great work together”.

8/ Gastown Grand Prix

Company cofounder Gordon Ross’ personal love of the cycling notwithstanding, it’s clear why a sport that celebrates activity, pursuit of excellence, and a unity of person with their technology exemplifies OpenRoad’s approach and culture so well. When the Gastown Grand Prix—a world-renowned cycling race and event—came back in 2002 after a long absence, it fused two key aspects of OpenRoad’s identity: Gastown and cycling. It’s understandable, then, that Ross would choose to compete in the event (placing 44th that July evening), while company friends and clients attended the first of what would become many Gastown Grand Prix office parties. Shown above is the original winner’s jersey from that event.