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INTERNATIONAL MARKETPLACE COMMUNICATION CAMPAIGN KIT

MAY 2012

PERSPECTRA DESIGN GROUP | VISUAL COMMUNICATION DESIGN | HERRON SCHOOL OF ART & DESIGN | IUPUI


This book is intended to present and explain the communication tools produced by Perspectra Design Group for the Lafayette Square Area Coalition and the International Marketplace.


TABLE OF CONTENTS MOBILE APP

INTRODUCTION area analysis & objectives

2

description & features

20

elevator pitch

5

function diagrams

22

IDENTITY

‘PASSPORT’ description & features

6

visual redesign

35

function diagrams

8

logo redesign

36

logo implementation

38


INTRODUCTION AREA ANALYSIS & OBJECTIVES Perspectra Design Group has conducted prolonged research into the International Marketplace, studying how the Lafayette Square Area Coalition and the community interacts with each other and with the Marketplace itself. Below are the conclusions that Perspectra has drawn from their research, pinpointing that improving communications is one of the largest opportunities for the LSAC to improve.

While there are plans to improve the area of the International Marketplace, insufficient investments have been made to connect with the community. Many people who visit the area are not made aware of what the International Marketplace has and will have to offer.

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IM Area Analysis & Objectives

Strong communications must be established between the International Marketplace and the community in order to overcome the negative perceptions of crime, the ‘concrete jungle’ feeling, and to improve awareness of the cultural vibrancy that exists there.


The International Marketplace has an incredibly eclectic international environment that should be made known and accessible for the entire Indianapolis community (and beyond). We must build upon the investments that have been made to the area’s infrastructure to create an exciting incentive for active participation from the community.

The objective for Perspectra became addressing and establishing communications between the International Marketplace and the potential audience, working alongside the LSAC to tell the story of the transformations that are being created in the area as well as reflecting the strong message of international unity.

The solutions that have been created to improve these communications will: Improve perceptions of the area by giving the community positive, fun, and comfortable experiences.

Promote the message and vision that the Marketplace wishes to portray through cohesive visual representation.

Create strong navigational systems in order to bring awareness to the various international venues that exist.

IM International Marketplace

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INTRODUCTION ELEVATOR PITCH

To create an environment of robust commerce, and to tell the stories of international peoples and of the area’s transformation, we have created two communication tools to guide visitors through their exploration of the Indianapolis International Marketplace. To premier first, a printed ‘passport’ booklet functions as a directory for international cuisine in the form of a personal traveler’s journal. The visitor carries the passport with them on their journey through the Marketplace, logging personal experiences and collecting ‘restaurant stamps,’ comparable to collecting country stamps in a citizens/travelers passport.

This printed passport can serve as a transitional piece into the second tool, a mobile application. The mobile application functions similarly to the printed passport with additional features such as GPS check-in, Facebook connectivity, and the ability to view others’ logs and reviews within a community. Both of these tools are motivated by a point-driven rewards system. The more a visitor explores and reviews their adventures, the more points they accumulate to submit for rewards. We have created these navigational pieces to work alongside the mission of the Lafayette Square Coalition, to promote the cultural vibrancy that exists in the area.

IM International Marketplace

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‘PASSPORT’ PASSPORT

DESCRIPTION & FEATURES The ‘passport’ is a printed booklet that visitors to the International Marketplace will use as a personal companion to their exploration throughout the area. Users connect the experience of using the passport to the experience of traveling internationally, being guided to various ethnic restaurants to comfortably explore the unfamiliar. The rewards system of collecting stamps provides a familiar, game-like incentive for users to actively participate in the industry of the area, while simultaneously promoting the international food-related businesses.

YOUR GUIDE TO

INTERNATIONAL CUISINE

FEATURES INCLUDE Personal identification and the ability to document personal acheivements Directory and map providing an introduction to and awareness of what the Marketplace has to offer

Stamp collecting and a rewards system that inspire active participation within the International Marketplace Promotion for the Lafayette Square Area Coalition through contact information IM International Marketplace

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A

Welcome to the Lafayette Square Area–the International Marketplace.

PASSPORT PASAPORTE

1.25” x 2.75”

Visítenos para alimentos de Etiopía, Perú, Cuba, México, Japón y muchas de otras culturas.

Surname / Apellidos Given names / Nombres Nationality / Nacionalidad Place of birth / Lugar de nacimiento

E-mail / Correo electronico

Phone / Telefono

Date IM journey began / Fecha que comenzó el viaje a IM

E

INTERNATIONAL MARKETPLACE

C

El área de Lafayette Square es un destino para las personas que estan cerca y lejos. Aquí se hablan más de 70 idiomas. Restaurantes, supermercados, y panaderías están sirviendo comidas de muchas culturas en todo el mundo.En 2011, The New York Times proclamó nuestra area como el lugar donde “el mundo viene a comer.”

Bienvenido al área de Lafayette Square–el Mercado Internacional.

Visit us for foods from Ethiopia, Peru, Cuba, Mexico, Japan and dozens of other cultures.

The Lafayette Square area is a destination for people near and far. Over 70 languages are spoken here. Restaurants, groceries, and bakeries are serving foods from many cultures throughout the world. In 2011 The New York Times proclaimed our area as the place where “the world comes to eat.”

B F < FIND US ON FACEBOOK < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < AND ON TWITTER < < @INTLMARKETPLACE < < < < < < < < < < < < < < < < < < < < < < < < < WWW.INTERNATIONALMARKETPLACE.ORG < < < < < < < < < < < < < < < < < < < < < < < < < < < < < <

IM ‘Passport’ Function Diagrams 8

D


‘PASSPORT’ FUNCTION DIAGRAMS A

User holds this spread lengthwise

B

Information about the International Marketplace

C

Spanish translations

D

Tabs for insertion of personal photograph

E

Area for writing personal information

F

Promotion of LSAC contacts

IM International Marketplace

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D

INTERNATIONAL MARKETPLACE

BARBECUE King Ribs 3 CHINESE Happy Dragon 13 Imperial Palace 8 Jumbo 3 Kin’s Kitchen 23 Ming Jiang 11 New Taste Buffet 18 On Time Seafood 21 Szechwan Garden 21 Teppanyaki 12 World Buffet 15

CUBAN Havana Cafe 16 EGYPTIAN Cairo Cafe 22

F

Sol Azteca 16 Taqueria Jalisco 13 Taqueria el Maguey 15 PAKISTANI Village Restaurant 5

GUATEMALAN La Guanaquita 16 Guatelinda 22

PERUVIAN Machu Picchu 16

INDIAN Bombay Garden 8 India Palace 1 Passage to India 8

PIZZA Eagle Creek Pizza 3 Magoo’s California 17 Piezanos Pizza 3

JAPANESE Ginza 16

SOUL Jordan’s 5 Shrimp Hut 10 Super Jumbo’s 22

MEXICAN Demetrio De La 11 La Bamba 18 Carneceria Guanajuato 6 Los Chilaquiles 19 Costa Brava 11 La Hacienda 18 El Pollo Tapatio 9 El Puerto de San Blas 20 Puerto Vallarta 2 REA Mexican 14

10

14

VIETNAMESE Sizzling Wok Hai 5 King Wok 7 K&T Deli 19 Saigon 18

G

1 mi

10

IM ‘Passport’ Function Diagrams

N HIGH SCHOOL RD

GREEK Mr. Gyro 16

AMERICAN Steak City 18

COFFEE Bjava 2

ETHIOPIAN Abyssinia 16

GL E AIR CRE E PA RK K

E

EA

AFRICAN The Hut-Tadkad 8 Jiallo’s 4

EAGLE CREEK RESERVOIR

FOOD DIRECTORY & MAP

A

Gate fold unfolds an extra page

B

Local map of the of the International Marketplace

C

Labeling of specific ‘areas’ within the Marketplace

D

Quick reference guide to the restaurants


W 62ND ST

GEORG RD ETOWN

3

1

W 56TH ST

4

ITE

WH

KESSLER BLVD

ER

RIV

2 MIC

W 52ND ST

Z

8

W 38TH ST

15

A

DR

18

16

N MERIDIAN ST

RD

LA

BUTLER UNIVERSITY

KESSLER BLVD N

EP

7

D AR

RD

13

PI K

GUION

MOLLER RD

W

12

5

6

9 11

AN HIG

B

46TH ST

W 38TH ST

17

19

C

20

21

W 34TH ST LA YE FA TT

22

E RD

W 30TH ST

23 GEORGETOWN RD

3 mi

INDPLS MOTOR SPEEDWAY

5 mi

7 mi

E

Regional origin of the food

F

Restaurant names

G

Area label for identification on the map IM International Marketplace

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A

EGYPTIAN

B

CAIRO CAFE Type: Egyptian 3047 Lafayette Rd, (317) 926-2233 Hours: Mon-Thu 10am-10pm / Fri, Sat 10am-3am / Sun 10am-10pm / Closed Tuesdays Hookah in Indy! Mediterranean and Egyptian cuisine in a lounge setting. Open until 3am on Friday and Saturday nights. Try the chicken schwarma. reservations accepted, handicap accessible, smoking permitted, open late, parking, beer/ wine served, free wi-fi, vegetarian options

GREEK

D

MR. GYRO Type: Greek 5353 W 38th St, (317) 388-9788 Hours: Mon-Thu 10am-10pm / Fri, Sat 10am-11pm / Sun 11am-9pm / Greek cuisine with a drive-thru window! The Mr. Gyro’s experience may be best summed up by the review: “Just melts in your mouth–unless it drips all over your shirt!” handicap accessible, open late, parking, bus stop nearby, vegetarian options

GUATEMALAN LA GUANAQUITA Type: Mexican 5435 W 38th St, (317) 283-2011 Hours: Sun-Fri 8am-10pm / Sat 8am-12am Quaint, family-owned Mexican

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restaurant. Yelper Jason H. enjoyed his experience at La Guanaquita very much: “The pupusas and sopes are plentiful in size and bursting with flavor. I left a very gut-bustingly, happy boy.” handicap accessible, parking, bus stop nearby, vegetarian options GUATELINDA Type: Guatemalan, Salvadoran, Mexican 3107 Lafayette Rd, (317) 926-5754 Hours: Mon-Thu 9am-9pm / Fri, Sun 9am-10pm Guatelinda specializes in Guatemalan, Salvadoran and Mexican cuisine and they offer a variety of meals and specialty snacks. Annie P. commented on her favorite Guatelinda recipe on Yelp: “The pupusas are awesome, like a cornmeal Hot Pocket with beans and cheese. You don’t have to spend a lot of money to leave full.” reservations accepted, bus stop nearby, beer/wine served, vegetarian options

C

INDIAN

BOMBAY GARDEN Type: Indian/Eclectic 4150 Lafayette Rd, (317) 297-3050 Hours: Mon-Sun 10am-10pm Bombay Garden specializes in the cuisine of northern and southern India. Serving pizza, chat, Chinese dishes, kati rolls and more. Yelper Tony W. raves about Bombay: “Their food is tremendous in all phases–flavor, freshness and texture. The masala dosa is nothing short of fantastic.” reservations accepted, handicap accessible, parking, beer/wine served, vegetarian options

IM ‘Passport’ Function Diagrams

INDIA PALACE Type: Indian 4213 Lafayette Rd, (317) 298-0773 Hours: Lunch daily 11am-2:30pm; Dinner Mon-Thu 5pm-10pm / Fri 5pm-10pm / Sat 2:30pm-10pm / Sun 2:30pm-9:30pm Indian cuisine served in an upscale atmosphere. Banquet hall and/or catering available for private functions. Vegetarian and non-vegetarian options. reservations accepted, handicap accessible, parking, delivery on orders over $50, beer/ wine served, liquor served, vegetarian options PASSAGE TO INDIA Type: Indian 4225 Lafayette Rd, (317) 299-2127 Hours: Tue-Fri 11am-2:30pm / Tue-Sun 5pm-10pm / Sat-Sun 11am-3pm Lunch and dinner buffets with chai, naan and dessert. Drew D. Yelped about Passage to India saying “The Buffet is vegetarian and generously spiced with rotating dishes. Don’t forget to fill up a cup of the fresh chai!” handicap accessible, parking, bus stop nearby, free wi-fi, vegetarian

JAPANESE

E

GINZA JAPANESE STEAK HOUSE Type: Japanese 5380 W 38th St, (317) 298-3838 Hours: Mon-Fri 11am-2:30pm / Mon-Thu 5pm-10pm / Fri-Sat 5pm-10:30pm / Sat-Sun 11am-3:30pm / Sun 5pm-9pm At Ginza, the food is cooked right at your table. Yelper Eve G. remarked “The vegetarian tempura is a nice size. I like the chicken and beef teriyaki hibachi

too. It’s a great place for both a date or a good group of friends.” reservations accepted, handicap accessible, parking, beer/wine served, free wi-fi

MEXICAN DEMETRIO DE LA 46 Type: Mexican 3818 N High School Rd, (317) 728-1303 Hours: Mon-Sun 11am-12am This taco stand serves up steak, beef, or chicken tacos. Robbie R. raved on Yelp “I opened my lunch to find not only the best al pastor I’ve ever had but two of the most flavorful salsas that any taqueria in this area has to offer.” open late, parking, bus stop nearby, outdoor seating, vegetarian options LA BAMBA Type: Mexican 3820 Lafayette Rd, (317) 536-1300 Hours: Mon-Thu 11am-12am / Fri, Sat 11am-4am / Sun 11am-1am Mexican food with a drive thru that’s open late. Yelper Nick L. writes “The Super Nachos are to die for with loads of warm gooey queso, and the burritos really are ‘as big as your head.’” Taco Tuesdays–99 cents all day long! handicap accessible, open late, parking, bus stop nearby, free wi-fi, vegetarian options CARNICERIA GUANAJUATO Type: Mexican 5310 W Pike Plaza, (317) 222-1003 Hours: Mon-Sun 10am-12am This Mexican restaurant is inside a huge Mexican grocery store. Carniceria Guanajuato is known for their huge burritos, as Yelper Jimmy W. points out “With a homemade tortilla, a $4 burrito that’s the


A

Regional origin of the food with geographical image

B

Restaurant name

C

Restaurant information and contact

D

Public reviews or description of restaurant

E

Additional restaurant features

IM International Marketplace

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A B D

Shade in the the regions that you have “tasted” on the provided fold out map.

Everytime you dine-in at any of the locations listed in this passport, you will receive a stamp unique to that restaurant. Collect 8 stamps to receive a reward!

E

Claim your rewards by bringing your passport to our next lunch-in. Visit www.internationalmarketplace.org for more information.

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IM ‘Passport’ Function Diagrams

C


A

World map

B

Location of the Marketplace within the world

C

Gate fold unfolds to display the entire world map

D

Instructions for the user

E

Stamp example

IM International Marketplace

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A

THE HUT-TADKAD West African

B

JIALLO’S African-Caribbean

HAPPY DRAGON Chinese/Szechwan, Hunan and Mandarin

IMPERIAL PALACE Chinese

KING RIBS Barbecue

JUMBO Chinese Buffet

KIN’S KITCHEN Chinese Take-out

D

C

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STEAK CITY American

IM ‘Passport’ Function Diagrams


A

Stamp page number

B

Restaurant name

C

Regional origin of the food

D

Space for restaurant to place stamp

IM International Marketplace

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NOTES/NOTAS

A

B

18

IM ‘Passport’ Function Diagrams


A

Space for notes, personal reflections, and freewriting

B

Tabbed pocket for the user to keep receipts, papers, and other items

IM International Marketplace

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MOBILE APP

Splash screen

DESCRIPTION & FEATURES The mobile app is a digital application made for both Android and iPhone devices. Visitors to the International Marketplace will use it to discover and accurately navigate through all the ethnic restaurants and markets in the area. Serving a similar purpose as the ‘passport,’ users gain the same feeling of traveling internationally with the help of a guide, with a few additional elements exclusive to the app. GPS tracking guides the user to their chosen location with perfect precision, and an online community feature allows users to share their experiences and connect with others in the area. A rewards system also exists where users accumulate points through ‘checking in’ at their locations.

FEATURES INCLUDE Touchpad interaction, GPS capabilities and internet synchronization The ability to choose the type of dining or market venue that works for you- dining, pick-up, delivery, or shopping

A digital rewards system that inspires active participation within the International Marketplace An online community that allows users to share their experiences and journeys IM International Marketplace

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C

D

A B E

22

IM Mobile App Function Diagrams


MOBILE APP FUNCTION DIAGRAMS A

Login with your membership, or

B

Login with your facebook account

C

Top navigation bar, also controls settings

D

Dining button, for finding restaraunts

E

Bottom navigation bar; Discover button customizes your decision making process

IM International Marketplace

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A B

C

D E

24

IM Mobile App Function Diagrams


A

App navigation bar main logo

B

Back button, returns you to the last page

C

Discover World Map, click a country of choice to find that type of cuisine

D

Discover Map, choosing Vietnam narrows your choice to those types of restauraunts in the International Marketplace

E

Double tap this button to zoom further in the map

IM International Marketplace

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B

C

A

26

IM Mobile App Function Diagrams

D

E


A

Check-in button, the top bar changes now too. Go here to check-in places

B

Area/Restaurant information

C

Area/Restaurant photos and reviews posted by other users

D

This box tells you how many points you earned for checking in

E

This box tells you how to earn more points

IM International Marketplace

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B C

D

A

28

IM Mobile App Function Diagrams


A

Directory button, go here to do a standard search

B

Touch here to start a search, and cancel

C

The full directory of all food things in the International Marketplace

D

Nearby places map

IM International Marketplace

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B

C

D

A

30

IM Mobile App Function Diagrams

E


A

Friends button, check friends activity

B

This box displays recent friend activity

C

This box displays your personal information to other users viewing your profile

D

Your activity box; World Map, IM Map, Reviews, and Photos

E

My log button, takes you to your profile page; changes the top bar too

IM International Marketplace

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A

32

IM Mobile App Function Diagrams

B


A

Your profile World Map, showing what cultures’ cuisines you’ve tried

B

Your profile IM Map, showing what restaurants you’ve been to in the International Marketplace

IM International Marketplace

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IDENTITY VISUAL REDESIGN

As part of creating a cohesive message, feeling, and experience throughout each piece, Perspectra Design Group has created a distinct visual identity to represent the International Marketplace and project its message. The Marketplace currently does not have a universal set of imagery that both reflects its vision and is used consistently throughout the area.

The message of international discovery and exploration is apparent not only in the content of these products, but within the visuals as well. Every aspect has been carefully considered to flow into a working identity, and this identity is not only constrained to the tools outlined in this booklet; it may be applied to countless other uses for the International Marketplace in the future.

Warm, natural colors and earthy textures emphasize the cohesive worldly experience, while outlined maps, directional markers, and carefully considered wording exude the feeling of traveling the globe.

IM International Marketplace

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CURRENT LOGO

36

IM Identity Logo Redesign

REDESIGNED LOGO


IDENTITY LOGO REDESIGN The logo for the International Marketplace has also been redesigned to work cohesively with the newly constructed visual identity. An important incentive for redesigning the logo is to reduce complexity and embrace simplicity. A simple visual with minimal content is more memorable, more easily readable and identifiable, and more versatile than a complex visual. The redesigned logo is modeled loosely after a passport stamp, tying in the international feeling portrayed through the rest of the new visual identity. It is simplistic enough to be used at virtually any scale, in any color, and can be used effectively in a variety of produced materials, such as business cards, banners, T-shirts, etc.

IM International Marketplace

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IM Identity Logo Implementation


IDENTITY LOGO IMPLEMENTATION Here are just a few examples of how the logo can be used in a variety of materials. In addition to the basic implementation of the logo, Perspectra created an entire system of messaging that can reflect the voices of the community. After realizing the comparison of the International Marketplace’s initials (IM) to the word ‘I’m,’ linking IM to statements such as ‘I’m ____’ creates an emotional connection and allows people to consider themselves vital members of the existing international community. This message may potentially be used as a marketing campaign for the international marketplace.

IM International Marketplace

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40

IM Identity Logo Implementation


IDENTITY LOGO IMPLEMENTATION

IM International Marketplace

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42

IM Identity Logo Implementation


IDENTITY LOGO IMPLEMENTATION

IM International Marketplace

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IM What Now?


WHAT NOW? PRODUCTION & MARKETING The following list describes what steps need to be taken prior to the production of the passport and mobile application:

Reward system refinement and agreement from all parties involved Funding needs to be defined for passport, mobile application, any non-coupon rewards Production planning in order to fit the budget and time allowances

Prior to introduction of tools, apply new identity to website, all social media accounts, and other points of reference for potential visitors 3-5 weeks prior, advertise Taste the Difference events through the website, social media, television news, newspaper, indianapolis magazines, indianapolis websites, and any print work

IM International Marketplace

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