By Dan Spalding
News Now Warsaw
WARSAW — Artwork from a 24-year old graphic artist and native of Warsaw has been incorporated into a social media photo used by Slate Auto.
The connection between art and corporate marketing came together on May 29 when the future electric truck maker which recently announced plans to begin manufacturing vehicles in Warsaw hosted a spur of the moment unveiling of the truck across from Moving Pictures Tattoo Cinema on Center Street.
The moment was the first chance for locals to see the prototype that will be built in a reconfigured former RR Donnelley plant, and it attracted a good number of curiosity seekers, including a few who work at the tattoo shop on Center Street.
Two people from Moving Pictures Tattoo Cinema, including owner Nathan Underneath, ventured over to check out the car and ended up having a conversation with two of Slate’s marketing people.
After a long conversation, some samples of artwork, including one from fellow employee and artist Baxter Rowland, ended up with Slate, Rowland said.
One of the pieces by Rowland features the word “Warsaw” across a heart and has the feel of a cool tourism logo.
It soon ended up in a photo on Slate’s Facebook page and appears in the back window of a pickup with the words, “Hi From Warsaw, Indiana.”
Rowland didn’t receive money in exchange for use of the art, but Slate did tag him in a similar photo on Instagram.
“It was a pretty cool little surprise,” Rowland said about learning it had been used by Slate. “It works as a nice way to get my name out there.”
Rowland’s been doing graphic design since high school and attended school in Chicago before returning home and looking into a career as a tattoo artist.
He worked as an apprentice with Moving Pictures Tattoo Cinema for about a year and began tattoo work about six weeks ago, he said.
The artwork was a chance to show the pride he has in his hometown.
“Warsaw is a really special place,” he said.
Slate Auto’s recent announcement — and plans to hire 1,700 people — has been the talk of the town this summer as officials see it as way to boost the economy and diversify the workforce beyond orthopedics.
Highlighting Warsaw, albeit briefly, is the latest effort to endear itself to the community.
Shortly before the Fourth of July, the company announced it would help sponsor the annual fireworks over Winona Lake and used the opportunity to showcase the pickup truck at the event.
Chris Wilkey, a marketing professor with Ball State University, said he thinks the recent moves are more about building goodwill rather than selling vehicles.
“Instead of buying a bunch of billboards, they went and found people within the community and said, ‘Hey, we want to make you special, we’ll highlight you,” Wilkey said.
Corporate sponsorship of a fireworks show is something established companies are more inclined to do to make existing employees feel good, he said.
“I think it’s a pretty smart move. It’s one thing to come in and say, ‘Hey, we have all these jobs, it’s another thing to come in and invest in the community,” Wilkey said.
Rowland said the use of his art provided a confidence boost.
“When you’re an artist, not a lot of people realize that you kind of hate everything you do a little bit. You’re always your worst self critic,” Rowland said. “When other people recognize what you’ve done and use it for something special like this, it makes you feel really good.”
