Lofthouse has seen some highs. Now it’s doubling its size in a new space on North Wells Street.
Just finishing up their third year in business, brothers Aaron and Brandon Voglewede are moving to the next chapter in their social branding business. Starting from brainstorming in Brandon’s Decatur loft, hence the name, moving into a loft space on Main Street in Fort Wayne and then an upper floor on what is now the home of Shindigz in downtown Fort Wayne, the duo are moving their company into 2,500 square feet at 1434 N. Wells St.
“It will allow us to do more studio work,” Aaron Voglewede said of the extra space in an area that he says has a similar sense of community and “cozy space” in an area on the rise that it had on Main Street.
Now with three full-time employees, the business is filling a niche not often provided by traditional advertising and marketing companies that may just scratch the surface of video possibilities with YouTube, he said.
“We resonate with the millennials,” Voglewede said. “...Millennials don’t want to be sold to. They want real people.”
Lofthouse, which started out as Lofthouse Films, provides that with documentary-style story-telling compressed from 30 to 40 minutes into digestible 5-minute products for both local clients, including Lutheran Foundation, and national ones.
Many people may be seeing Lofthouse’s work on national websites and not realizing it. Walmart, Amazon, Home Depot, Menards and American Airlines have its work on their websites, Voglewede said.
The visuals are “about the brand, but we find that unique story,” he said.
They may not even focus on the company, but, for instance, tell the story of a couple dealing with Alzheimer’s, with the product being a shirt that one person is wearing.
“We tell this gritty story,” he said. “It’s almost like a short-film approach.”
Until their Dec. 2 projected move-in date, they’ve been working remotely at home, coffeeshops and elsewhere since their last lease ended Oct. 31.
After graduating from Indiana Tech with an accounting degree, Voglewede, 31, went into manufacturing on the supply chain side. Meanwhile, Brandon, 27, left Ball State with a film degree and got into filming weddings and music videos.
“I wanted to do more meaningful work,” Aaron Voglewede said.
He quit his job in 2016 and “took the plunge,” he said.
In 2017 the duo started with basic video services but now have expanded beyond just event-type coverage to full-fledged branding services to tell the stories of their clients. They’re involved in all aspects on the productions and bring in what Aaron Voglewede calls collaborators “to get fresh perspectives.”
See the company’s work at vimeo.com/lofthousefilms.