Cover Story
Anything but dark
Keeven White is leading WhiteSpace Creative to a bright future.
Smart Business Akron/Canton | October 2009
2009 Business Growth Awards: Entrepreneurial Spirit AwardSome things you learn as a child you never forget — like riding a bike, tying your shoes, running a business. Well, maybe the last one isn’t as common, but it applies in the case of Keeven White, founder, president and creative director of WhiteSpace Creative.
White was raised in a family that owned and operated a printing company. It was there where he was first exposed to the ins and outs of managing a small business. His experience as a child helped him make a smooth transition from corporate employee to leader of the communications company.
White began his career at The Little Tikes Co., where he managed a small creative team responsible for the company’s print collateral and advertising materials as well as redeveloping comprehensive packaging and brand identity. From there, he started WhiteSpace and used another lesson that he learned as a child — a strong work ethic, which spreads throughout the company and shows up on a daily basis.
“It’s very gratifying to see people develop, both as individuals and as a team,” White says. “I also love the ‘wow’ factor when you deliver something that’s beyond a client’s expectations.”
White most certainly should get a “wow” when people see the growth of his company. In the last five years, the company has grown 139 percent in sales and 133 percent in employee numbers.
When White founded the agency in 1994, it was a one-man operation, and it’s now a team of 26 marketing professionals. The company’s client base includes American Greetings, Roadway Express and FirstMerit as well as nonprofit organizations, such as LifeBanc and the Battered Women’s Shelter.
While White gets plenty of kudos for the company’s growth and success, he also wants his employees to receive recognition. WhiteSpace encourages staff to participate in national award competitions that attract and keep talent in the area. For example, WhiteSpace is an active participant of various local, regional and national competitions that help to improve employee morale and customer relations.
At this rate, WhiteSpace is sure to receive plenty of recognition in the future.
How to reach: WhiteSpace Creative, (330) 762-9320 or www.whitespace-creative.com
