amplifying the voice of one of indianapolis’

best kept secrets

introducing spoke & steele





Overview

A revival of the golden age of class and sophistication meets modern comfort and community at Spoke & Steele on South Illinois Street in Indianapolis. Bespoke cocktails, award-winning original renditions of classic fare and friendly conversation are all housed within an effortlessly elegant space designed purely for relaxation, making Spoke & Steele the perfect start, destination or end to any visit downtown.



Summary

Prior to working with Matchbook, Spoke & Steele had already developed a strong persona representative of the experience promised within its doors. However, the restaurant needed help developing a centralized voice and visual identity for marketing communications and creative executions, as well as assistance with audience outreach across multiple marketing channels. After working side-by-side with PR firms to help establish their presence in Indianapolis, Spoke & Steele formed a creative partnership with Matchbook Creative to further develop their brand and capitalize on new opportunities for exposure.



Solution

Upon beginning our partnership in 2015, Matchbook conducted an initial brand audit in order to identify key messaging points that would appeal to audiences unfamiliar with Spoke & Steele. Working closely with management and staff, we developed a strong understanding of how these findings fit into Spoke & Steele’s overall mission, messaging and voice, allowing us to translate the allure of their unique food and beverage offerings into a fully developed, captivating brand.

This new brand was driven by a voice that celebrates the styles and flavors of European cuisine, romanticizes a revival of the classics and extends an invitation to become part of a community that brings friends and strangers together through truly memorable experiences.

Through this new brand and voice, Matchbook crafted engaging printed pieces and supported Spoke & Steele’s ongoing promotional efforts through internal events, media features and media placements, which included the launch of their new lunch menu, seasonal cocktails and rotating dinner offerings. Additionally, Matchbook created engaging digital and printed collateral for Spoke & Steele’s annual inclusion in the Devour Downtown Indianapolis roster, a sponsorship at the prestigious 2016 Rev Indy event, and promotional support and community outreach for their Slow Food Indy 2017 Snail of Approval award.

A significant piece of Spoke & Steele’s promotional efforts took place on their social media pages. Through a mix of engaging content, local business promotions and follower promotions, Matchbook developed a strategic approach to effectively showcase Spoke & Steele’s menu offerings, personality and brand aesthetic through Facebook, Twitter and Instagram. With Matchbook’s assistance, Spoke & Steele’s social audience continues to increase at a year over year rate of approximately 37% and their content reaches nearly three million people annually on social media alone. Focusing on the development of strategic content specific to their target market, including engaging digital and interactive live video content as well as branded, professionally produced food and drink photography, Spoke & Steele’s social media efforts have proved highly effective in establishing and growing their online reputation.

Through our ongoing partnership, Spoke & Steele continues to use its modern, sophisticated voice to create some of its biggest fans within its doors, in the community and online throughout the city and across the country.


SPOKE & STEELE HAS UNIFIED THEIR VOICE CONTINUED BUILDING THEIR BRAND AND FURTHER SPREAD THEIR

MODERN, SOPHISTICATED PERSONALITY WITHIN THEIR CITY

– ALL WITH THE ASSISTANCE OF MATCHBOOK CREATIVE