Lodge Design
Irvington Chooses Lodge Design for Branding Campaign
By Beth Williamson
Lodge Design, a local firm that has worked on marketing campaigns for Penrod Art Fair, the Indianapolis Zoo and KENRA Hair Care, is about to embark on a new and unique challenge: helping to brand the Irvington neighborhood as part of the upcoming Irvington Identity Initiative.
Similar to Indianapolis’ Cultural District program, the Irvington Identity Initiative is the collaborative effort of the Historic Irvington Community Council, Irvington Historical Society, Irvington Garden Club, Irvington Guild of Artists, Association of Irvington Merchants and the Irvington Development Organization. In the upcoming weeks and months, these groups will be partnering not only with Lodge Design but also with residents, businesses, property owners and other neighborhood organizations to create a consistent image and message for the community.
“We’re excited to partner with Lodge Design and the other Irvington organizations to build upon the image of our community,” says Amandula Henry, IDO’s East Washington Street Corridor Director. “Irvington is a great place to live, visit and do business. We are thrilled to start to share that with the entire City of Indianapolis.”
Lodge Design is also thrilled to be working on the project. “We’re looking forward to it mainly because it’s not just a company trying to sell something,” says Account Manager Union Williams. “It’s about a story, and we’re part of it. It’s an opportunity to get behind the community.”
Lodge Design, aptly named for its first-floor location in the Masonic Lodge No. 666 at 7 South Johnson Ave., has been a part of the community for 10 years. Owners Jarrett Hagy and Jason Roemer, along with a staff of six, have won several awards and been featured in Print magazine thanks to some of the advertising and branding campaigns they’ve developed for a variety of clients in many different industries.
Besides Hagy, Roemer and Williams, the Lodge team includes Interactive Director Eugene Ernsberger, Art Director Eric Stine, Designer Nathan Zarse, Designer Liz Goerlitz and, of course, Bailey the office dog.
The firm’s largest current project is a campaign for Lutheran Health Network involving television, billboard and print ads for six different hospitals. Other Lodge Design clients include Plum Creek Golf Club, Claddagh Irish Pub, The Mind Trust, Finish Line, New Balance, Bridgestone Firestone, Volkswagen Driver, Aruba Aloe, Modurn and Gulf Stream Coach. In all, about 60 percent of the company’s clients are local. “Business comes mainly from word-of-mouth,” Roemer explains. “We’ve never had a dedicated sales force.”
The firm previously created the Irvington Business Directory for IDO and the Association of Irvington Merchants as an in-kind donation valued at more than $3,000. The Irvington Identity Initiative budget will be approximately $20,000, $11,000 of which has already been committed.
In addition to creating the Irvington Business Directory, the firm has also donated its services to other local non-profit groups, such as Keep Indianapolis Beautiful and Gleaners Food Bank. “It’s nice to give back to the community,” Williams says. Adds Hagy, who personally volunteers with Hoosier Gym in Knightstown: “It feels good, and it seems like the right thing to do.”
Hagy and Roemer originally looked to locate Lodge Design in downtown Indianapolis but found Irvington to be a more unique and affordable location. “It’s been a really neat space,” Roemer says of the open and brightly painted office that was recently updated. “Irvington’s Masonic Lodge is a landmark, and there’s ample space for conference rooms and employees.”
They have also been pleased with the tremendous business growth along Washington Street in recent years. “We’re excited to be here now simply to have restaurant options,” Hagy says. Local favorites include The Legend Classic Irvington Café, Jockamo Upper Crust Pizza, La Hacienda and The Bread Ladies. They frequently run across the street to Lazy Daze Coffee House. Hagy jokes, “I think we own half of Lazy Daze by now.”
10 fun facts about Lodge Design
1. Lodge has been in business for 10 years.
2. They have seven employees and the friendly office dog, Bailey.
3. Despite their logo, they’re not a butcher and don’t sell meat.
4. Eugene Ernsberger’s wife, Chelsea, not only grew up in Irvington, she was born here.
5. Lodge consumes an average of 40 individual beverages at Lazy Daze Coffee House each week.
6. Hagy designed the uniforms worn by the Indianapolis Indians.
7. Lodge is about to launch a new website that devotes a portion of the site to communicating with users.
8. The average age of Lodge employees is 29.
9. Hagy’s got an English bulldog named Otis.
10. Lodge loves Lazy Daze, the Legend and Jockamo’s.