HISTORIC CONCORD EXCHANGE
ST. PAUL / CREATIVE DIRECTION
The Historic Concord Exchange is an iconic event space in South St. Paul, Minnesota. Built in 1887, this Romanesque marvel was originally a hub of industry and innovation for the Midwest's booming stockyard business. Today, it serves as a modern events venue while preserving its historic charm.
The goal was to create an elevated brand identity that honored the building’s rich history while appealing to a modern audience. The previous branding lacked the sophistication and charisma necessary to reflect the essence of this historic venue.
Drawing inspiration from Wes Anderson’s films, particularly The Grand Budapest Hotel, I reimagined the brand with a design aesthetic that captured the symmetry, charm, and grandeur of the Historic Concord Exchange. The final visual identity brought a fresh, elevated perspective to the brand while staying true to its historical roots.
Process
✣ Studied the building’s architectural features. Looked to Wes Anderson's aesthetic for visual cues.
✣ Developed logo concepts, typography and color palette that combined alluring tonality with modern sophistication.
✣ Worked closely with the project lead to ensure the branding reflected the client’s vision and aligned with the venue’s prestigious reputation.
Rebranding such a historic landmark in Minnesota’s capital was an incredible opportunity. Translating the grandeur of the Historic Concord Exchange into a visual language that is both approachable and elevated was deeply rewarding. The project allowed me to blend my passion for history and design while creating a memorable and timeless identity.
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