By Kat Braz
Photos Provided

The original idea behind Art with a Happy Heart Gallery and Studio was simple: find a way to share art and support the community at the same time. After quickly outgrowing her barn studio, owner and artist Sarah Czajkowski purchased the building previously occupied by Samson and Delilah Salon and Spa at 2139 Ferry St. in Lafayette. She set about transforming the space and opened to the public on July 1.

The gallery showcases artwork from local, regional and international artists while the studio provides an area for private art instruction, classes taught by visiting artists, seasonal craft workshops and paint parties, which is where Czajkowski got her start.

“Paint parties lend themselves to creativity and connection,” she says. “The experience fosters a real sense of self-confidence and pride. Guests are surprised and amazed that they created the artwork themselves.”
Czajkowski also offers a mobile paint party studio where she brings all the supplies to any location up to an hour away. The parties have been popular with girls’ night out groups, family reunions, children’s birthday parties, corporate events, bridal parties, church groups and fundraisers. Paint party kits are also available for purchase in the gallery. During the pandemic, Czajkowski has focused primarily on private group parties. Future plans for the venue include serving wine, beer and a small food menu on the outdoor patio and hosting live music once a week in addition to building out a full calendar of courses in fine art, pottery and jewelry making.

“To be able to do this for a living brings me so much joy,” Czajkowski says. “All I want is for people to be happy while they are here. It’s truly a magical place.”

Adapting art

The Art Museum of Greater Lafayette was founded in 1909 with a three-part mission to collect art, exhibit art and provide educational opportunities for individuals in the community to learn about art and experience art hands on. The museum has remained true to its mission over the years, but COVID-19 presented challenges for traditional in-person instruction. Instead, the museum quickly pivoted to a virtual environment.

“Many of our faculty members created online learning experiences,” says Kendall Smith, executive director and CEO. “We’re trying a lot of new things.”

Last fall, the museum offered virtual classes in painting and drawing for kids and adults through Zoom and Facebook Live. Additionally, watercolor kits are available for purchase through the museum shop for students to use at home while watching a series of watercolor technique videos recorded by a member of the museum faculty. The pottery studio remains open to advanced students with limited occupancy.

“The reaction from the community has been very positive,” Smith says. “Several of our online children’s art classes have sold out right after they were announced. We plan to continue to offer virtual education and create video productions to enhance what we offer in the future. We’re all learning a lot.”

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Art Classes Around Town

» All Fired Up
In addition to its paint-your-own pottery studio, All Fired Up offers off-site parties and pottery-to-go kits with everything you need to complete a masterpiece. Items painted with pottery paints can be returned to the store for firing to make them food safe. Decorative items that do not need to be food safe can be finished in acrylic paints. Learn more at allfiredupwestlafayette.com.

» Art Museum of Greater Lafayette
Find online art activities and tutorials as well as information about virtual art classes for youth and adults at the Art Museum’s website, artlafayette.org.

» Art with a Happy Heart
In addition to private paint parties, artist-led workshops and even yoga classes, this recently opened studio and gallery holds open studio events where you’ll walk away with your own seasonal craft. Find out more at artwithahappyheart.com.

» Inspired Fire
Owned and operated by glass artist Sharon Owens, this glass studio and gallery located in Shadeland offers a range of classes for ages 6 and up with no experience required. See a complete list of class offerings at inspiredfire.com.

» Lafayette Atelier
Modeled after private art studio schools that emerged in 19th century Europe, this nonprofit art education studio was founded by artist James C. Werner. Focused on classical methods of drawing, painting and sculpture, the studio offers weekly demonstration and life
drawing nights. Find them on Facebook @classicalfinearttraining.

» LaLa Gallery & Studio
Owner Angela Taylor teaches lessons, classes, parties, groups and students with special needs starting with children (3+) to adults in her private pottery studio located in the Bindery Artist Studios. Each class offering can be customized according to the student’s interest and level of experience. For more information, visit lalagallery.com.

» West Lafayette Parks and Recreation
Everything from basket weaving to watercolor to photography is on offer through West Lafayette Parks and Recreation. All programs take place at 1200 N. Salisbury St. (site of the former Happy Hollow Elementary School). View the entire recreation brochure at westlafayette.in.gov/parks.

By Angela K. Roberts

Photos Provided by Greater Lafayette Commerce

When you think of Greater Lafayette, what comes to mind?
A growing startup culture and world-class manufacturing?
Accessible arts and recreation for varied interests? Friendly
neighbors and excellent public schools?

For the members of the Greater Lafayette Marketing Coalition (GLMC), these qualities and more boil down to this core message, which marketing professionals call a brand promise:
“Greater Lafayette is where progress, creativity and community thrive, so you can live expansively.”

More than two years in the making, the unmasking of the brand — unveiled in the Long Center in October to dispersed guests sporting an assortment of understated and glittered masks — includes new social media accounts, a video, a set of Greater Lafayette logos and a fresh website in a saturated palette of purple, green, orange, blue and teal. The stories that the visuals and the text tell are all designed to send the message that Greater Lafayette is not just a place that we come to; it’s a place where we want to stay.

Roots in the GE deal

Greater Lafayette’s brand is rooted in part in lessons learned from a major business development deal.
“We continue to hear stories of people who came here and thought they would stay for a while, but they never left,” says Cindy Murray, Lafayette city clerk. “When we were going through the process to bring in GE, what they used to choose our community, it really began to hit home that we needed to market ourselves to compete in a global economy for global talent.”
When the GE plant was built, she says, corporate officials stayed at the Holiday Inn Lafayette-City Centre and participated in a community scavenger hunt. Afterwards, the visitors met with Lafayette Mayor Tony Roswarski and remarked that they didn’t know the region had so much to offer. Murray says that the mayor and his staff realized that they needed to tell the Greater Lafayette story in an entirely new way. “It’s all about people, the quality of life for people that makes them give Greater Lafayette a chance,” she explains.

A phased process

In May 2018, Greater Lafayette officials invited firms to bid on developing a comprehensive strategy. Ultimately, they chose Ologie, a firm that has worked with Purdue University in the past.

“They are a true branding agency who helps companies with clear, compelling and consistent strategy,” says Emily Blue, senior manager of brand, advertising and sponsorships at Purdue, who has been intimately involved in Greater Lafayette’s branding process.

The firm completed a deep dive with both qualitative and quantitative research, including an audit of economic development plans and communications materials, discussion groups and interviews with key stakeholders, and an online survey of the community. Among the constituents queried: corporations, businesses, K-12 schools and higher education, community and nonprofit organizations and government organizations.

Strategy and creative

The Greater Lafayette Marketing Coalition formed in February 2019, bringing together representatives from the City of Lafayette, the City of West Lafayette, Tippecanoe County, Visit Lafayette-West Lafayette, Purdue University, the Purdue Research Foundation and Greater Lafayette Commerce. One of the group’s first decisions was to ask member organization Greater Lafayette Commerce to coordinate the project and brand management for the coalition. Greater Lafayette Commerce promoted its marketing director, Michelle Brantley, to the role of project leader and brand manager.

Once the discovery process was complete, it was time for phase two, strategy. Against the backdrop of its research report, and with GLMC in a collaborative role, the firm identified key audiences, outlined key messages and defined a brand personality — how that messaging should look, feel and sound.

As phase three, the creative, began, GLMC again engaged in a competitive process, choosing Toledo, Ohio-based Madhouse Creative for the video, and homegrown advertising firm Dearing Group for website development. Officials also began training a small group of Lafayette business professionals, executive directors and community leaders — “An ambassador group to generate excitement,” says David Byers, Tippecanoe County commissioner.

A community on the rise

Collectively, the identity is designed to meet three main goals: increasing the talent pool by retaining and attracting a citizen workforce; spurring economic growth by attracting business investments and elevating quality of life; and increasing positive perceptions of the Greater Lafayette region. All of that can be summed up in the nearly five-minute video, starring a former NBA dancer and her husband.

“We were challenged to tell our story as a community on the rise in an exciting way,” says Brantley. “We’re focused on prospective employees, businesses and others that we are seeking to attract to our area.” That required several messages, borne out of the constituent research: what kinds of value-addeds transplants get when they relocate here, how Greater Lafayette often exceeds newcomers’ expectations, and why the region is a great place to do business.

All that, and they were shooting during a pandemic.

True fiction

After crafting a narrative, the Madhouse Creative team decided to cast a couple living in the same household so that they could shoot up close and still adhere to infection control protocols. Strategic camera angles allowed the two main characters to be shot in view of others while socially distanced from them. Filmed in August, many of the scenes take place outside.

The main character, an advanced manufacturing professional from a big city, interviews with several local companies before joining the crew at Subaru. While out running one day at the Celery Bog, she meets an agricultural tech entrepreneur. From dates at the Bryant, to bike rides, to a city hall wedding and walks with a baby stroller, we see the couple meet, fall in love — with each other and the community — and set down roots here.

Even in its fiction, the story should ring true to those who are familiar with Greater Lafayette, from the many familiar sights and sounds to the feelings that it evokes. As the protagonist muses, “When I moved here, I was looking for change. But what I found was home. This is the rich, full life I’ve always wanted. Each of us, every single person in our community, is what makes this place… greater.”

The Greater Lafayette Brand Launch Event

Un-Masking the Greater Lafayette Brand

Photos by Christine Petkov

The Greater Lafayette Marketing Coalition held a scaled back brand launch event on Monday, Oct. 26, hosting a group of elected officials, corporate,
university and civic leaders, and brand ambassadors.

The event was planned in two parts to disperse guests and maintain COVID-19 protocol. GLMC partnered with restaurants and The Long Center for Performing Arts to provide a safe and entertaining brand premier event. Guests were asked to select their restaurant of choice and enjoy a four-course meal before the premier. Mixing and mingling at the restaurants was discouraged. Each venue was unique, providing guests with live entertainment and surprise swag bag deliveries during the dinner party experience.

After dinner, guests made their way to the Long Center for the brand premier, where they were treated to a red-carpet experience complete with a Greater Lafayette Walk of Fame. Again, mixing and mingling was minimized and guests were directed to their socially distanced seats. The program began with a dazzling performance of the Greater Lafayette brand narrative by Dance Dynamics. It was followed by short segments that revealed the elements of the new brand, including brand colors and logos, Greater Lafayette Magazine, the website and brand video.

We encourage readers to view the video at www.greaterlafayetteind.com,
the home page of the Greater Lafayette website.

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