Cloverleaf Greenhouse
When we formed Cloverleaf, we knew immediately we wanted to be in Evanston because of its proximity to Northwestern University, the wealth of academic, creative and strategic talent in the area from which to draw. We looked everywhere throughout Evanston for a facility that would be innovative, unique and had the potential to create a truly aspirational venue where we could keep our team creatively inspired and hold innovation workshops. While our search took us to old warehouses, an abandoned movie theatre and a run-down gas station, we ultimately ended in an alley off of Dempster Street. The building site was a former 100-year old retail florist, Fischer Brothers Florist Inc., that had closed several years prior. The focal point of the space was a commercial greenhouse – nearly a city block long – which we immediately imagined as an amazing innovation space. However, it was in disrepair, to say the least. Nearly every window was broken and pigeons were roosting throughout the edifice. Graffiti marked nearly every wall and garbage was strewn throughout. But, through the mess, we knew instantly that this was gong to be the future headquarters of Cloverleaf Innovation, LLC. After securing the space, we went to work on revitalizing it.
Condusive for Innovation
Today, our office portrays the kind of environment we believe is condusive to the creative and strategic innovation process. While many of our Envision workshops are held at dynamic locations around the world, we frequently hold workshops at our facilities as well. As one client puts it, “Our team truly appreciates Cloverleaf’s casual, comfortable and inspired environs that are highly flexible and interactive. The Cloverleaf ‘greenhouse’ is like a spa day for business executives. You walk in and feel relaxed and comfortable, but it’s balanced with a hipness and creativity that inspires great thinking. In that way, the space itself is a perfect reflection the organization.”
Come for a visit. We’d love to have you.
Canadian Club: New Global Positioning
With a core target consumer literally and figuratively dying off, Cloverleaf helped the Canadian Club brand re-position itself by understanding how consumers around the world embraced the brand. Leveraging the brand perceptions from consumers, Cloverleaf’s Envision workshop helped Beam Global Spirits and Wine and their advertising agency of record think perceptually, visually and verbally about how best to position the brand for the future. Team members included representatives from Beam, the agency, celebrity bartenders, creative consumers and Hollywood screenwriters to name a few. Numerous potential platforms were created for optimization and validation by consumers around the world. Want to see the “proof?”