Communication strategy for Rutas — marketplace of fandom routes
Communication in the field of design
Communication theory provides the essential framework for understanding how meaning is created, transmitted, and interpreted in the design world. Rather than viewing design as merely aesthetic expression, communication theory reveals it as a complex system of symbolic interaction where every visual element functions as a message.
The concept of «meaning-centered communication» is particularly relevant to design. Сommunication is «the process of generating meaning by sending and receiving verbal/nonverbal symbols influenced by multiple contexts». In design, every color choice, typography selection, and spatial arrangement functions as a nonverbal symbol that generates meaning within specific cultural and social contexts.
Symbolic Convergence Theory offers valuable insights for brand building. The theory explains how «the sharing of group fantasies creates symbolic convergence» and that «dramatizing is a significant type of communication that often fosters group cohesiveness». In design, this translates to creating visual narratives that resonate with target audiences, building a shared consciousness around the brand.
Politeness Theory also has direct application in design. The concept of «face» (both positive and negative) helps designers understand how visual communication can either threaten or support a viewer’s self-image. A well-designed brand identity acknowledges the audience’s «face» by creating experiences that make them feel valued (positive face) while respecting their autonomy (negative face).
The Elaboration Likelihood Model is particularly relevant for understanding how different design elements influence audience perception. The central route (deep processing of meaningful content) corresponds to thoughtful design that engages users on a substantive level, while the peripheral route (relying on superficial cues) relates to the immediate visual impact of color, layout, and imagery.
Communication theory empowers designers to deliberately shape audience perception through visual stories and media channels. In this project we have made an attempt to explain how the communication theory works in the digital product design on the example of rutas — marketplace of fandom routes.
Presentation of a brand for general audience
Imagine walking the same streets as your favorite characters, experiencing the places that shaped their journeys. With rutas, you’re no longer just a fan — you become part of the story.
Rutas is the marketplace where fans transform their favorite fictional worlds into real-world adventures. Whether you’ve just finished watching your beloved series or have been a devoted fan for years, Rutas gives you the opportunity to step beyond the screen and into the world you love.
Discover routes inspired by Twilight in St. Petersburg, Naruto in Moscow, or Star Wars in your local park. Each route is carefully crafted by fellow fans who share your passion, creating authentic experiences that bring fictional settings to life. Walk the same paths, visit the same locations (or their real-world counterparts), and feel the magic of your favorite stories all around you.
Creating routes is just as rewarding as following them. Design your own journey through a beloved fandom, share it with the community, and earn 20% of every sale. Your passion for storytelling can now help others connect with the worlds they love.
For the price of a cup of coffee you can unlock an entire route and step into a new dimension of fandom. Join thousands of fans who have already discovered that the best way to keep a story alive is to walk through it yourself.
With Rutas, your favorite story never has to end — it just gets a new chapter.
Presentation for professional audience
Rutas represents a sophisticated convergence of communication theory, experiential design, and marketplace economics, targeting the rapidly growing fandom economy. Our platform addresses a critical gap in fan engagement by transforming passive consumption into active, physical participation in narrative worlds.
In terms of market positioning and business model, Rutas operates within an $11 billion total addressable market, with a serviceable available market of 455 million ₽ in Russia. The platform employs a unique revenue structure where 80% of each 150 ₽ route purchase goes to the platform while 20% is allocated to the creator, establishing a sustainable ecosystem for content production. Our early traction is evidenced by 172 Telegram channel subscribers and a consistent growth trajectory, demonstrating market validation. We strategically target both sides of the marketplace — route creators who are passionate fandom content producers and consumers who are active fans seeking immersive experiences.
The theoretical foundations of Rutas are deeply rooted in communication science. We leverage fandom affiliation as a core component of social identity, creating opportunities for users to express and strengthen their in-group membership through tangible physical experiences. Each route functions as a narrative extension that generates fantasy themes, effectively building shared consciousness within fandom communities. Furthermore, our platform carefully balances assimilation (community belonging) with differentiation (personal route creation), optimizing user engagement by satisfying both fundamental human needs simultaneously.
Technically, Rutas is built as an intuitive web and mobile platform that streamlines both route creation and discovery processes. The integrated payment system ensures seamless transactions between creators and consumers, while community features foster meaningful user interaction and content sharing. Our data-driven approach to route recommendations personalizes the user experience by analyzing preferences and behavior patterns, creating a more relevant and engaging platform over time.
Rutas represents a paradigm shift in fan engagement, moving beyond digital consumption to create physical-digital hybrid experiences that satisfy deep psychological needs for narrative immersion. Our platform doesn’t just connect fans to stories — it transforms them into active participants within the narrative fabric of their favorite worlds, creating meaningful connections that transcend traditional fan engagement models.
The use of communication theory in the project
While preparing the presentation of our project for the general and professional audience we have used multiple concepts which were discussed in the Communication Theory Course.
Symbolic Convergence Theory formed the foundation of our route design framework. We understood that fans don’t just want to consume stories — they want to participate in them. Each route functions as a «dramatizing message» that sparks «fantasy chains» within the community. The Twilight route through St. Petersburg, for example, doesn’t just map locations — it creates a narrative context where users can imagine themselves as Bella Swan, generating symbolic convergence around shared fan experiences. This approach directly addresses the theory’s principle that «the sharing of group fantasies creates symbolic convergence».
Social Identity Theory informed our community-building strategy. We recognized that fandom affiliation is a core component of many users’ social identity. The platform’s design intentionally creates spaces where users can express their fandom identity through route creation and participation. By incorporating features like profile badges for different fandoms and community forums, we facilitate the development of «in-group» identity while acknowledging the «out-group» dynamics that define fandom culture. The platform’s success metrics (growing Telegram audience) validate this approach.
Optimal Distinctiveness Theory shaped our dual-value proposition. We designed Rutas to balance assimilation (belonging to a fandom community) with differentiation (creating unique route experiences). The route creation feature allows users to express their individuality within the shared framework of fandom, addressing Brewer’s insight that «individuals are motivated to identify with groups that provide an optimal balance between the need for assimilation and differentiation». This is evident in our business model where creators earn recognition and revenue for their unique contributions.
Structuration Theory guided our platform architecture. We recognized that Rutas must function as both a product and producer of social structures. The platform both reflects existing fandom practices and actively reshapes how fans engage with narratives. This dual role is visible in how user-generated routes both conform to and transform established fandom norms, embodying Giddens’ concept of «the duality of structure» where «social structures are the medium and outcome of social practices».
Elaboration Likelihood Model informed our marketing strategy. For general users, we emphasize peripheral cues (emotional storytelling, beautiful visuals) to encourage initial engagement. For creators and professional users, we focus on central route processing (detailed business model, creator earnings potential) to build deeper commitment.
The project is based on materials from the Communication Theory course.
Rutas // HSEDESIGN URL: https://hsedesign.ru/project/rutas-a8687f2b75454379b753cf3640b26619 (Дата обращения: 12.12.2025)
