The Exchange Cocktail Bar
brand identity — storytelling, positioning, tone & voice
The Brief:
The Exchange — a craft cocktail bar with locations in downtown Indianapolis and South Bend, IN — needed a full rebrand to match its cosmopolitan sophistication, elite whiskey selection, and something most bars can't claim: true history in its bones.
My Role:
I collaborated with JDA's Brand VP and marketing strategist to research consumer audiences and conduct historical research on each location — uncovering the specific stories, lore, and architectural details that became the creative foundation of the new identity. The result was a brand that doesn't just occupy historic buildings; it inhabits them.
I crafted the brand identity guide, and I leveraged the new brand messaging to write new website copy and collaborated with the JDA Digital team to enhance the new site’s UX. The new brand identity was brought to life for illuminate bar guests through custom coasters written for each location (see below).
Brand Identity
Tagline: "Unrivaled Whiskey & Cocktails"
Brand Personality: Focused. Eclectic. Captivating. Knowledgeable. Welcoming.
[Brand Guide excerpts below]
Bar Coasters
Copy curated for both locations — each rooted in the actual history of the buildings and surrounding neighborhoods.
"We don't endorse crime, but we like to imagine Indiana native, John Dillinger, would've enjoyed a cocktail here after his last heist down the street in 1934."
"Back when the State Theater was known as The Blackstone, it was briefly a burlesque club. We don't offer burlesque, but our potent drinks will tickle your fancy."
"In the 1920s, couples from St. Joseph County wed in haste to participate in the June Bride Competition, which boasted a range of prizes — including an airplane ride. Cheers to shotgun weddings."
"Shame and scandal hit Hammond Block in 1875 when it briefly housed a brothel. Today, the only provocative service we offer is poured into a glass."
"Over 100 years ago, locals would wet their whistle across the block at the old pump. The pump was removed in 1914, but we're proud to serve as your local watering hole today."
[Coaster images below]
Website Copy
About Us:
"The Exchange is a whiskey and craft cocktail bar stocked with hundreds of the best whiskeys from all over the world. Welcoming and knowledgeable, our team is committed to the utmost in service and hospitality. We cultivate an upscale environment — without the airs or the dress code.
The Exchange is no ordinary cocktail bar — it's your first stop and final destination. It's where nuances blend to create an original experience for both the curious and the resolute."
Mass Ave. | Indianapolis:"Our building, Hammond Block, was built in 1874 and is one of the oldest original buildings still standing in the city. Hammond Block has been home to many businesses over its time, but we believe our bartenders serve our guests with the highest level of skill and expertise that transcends its history."
South Bend:"The original Exchange location draws its inspiration from its home inside the Citizens' Bank & Trust Building, which was built in 1913 and is now listed on the National Register of Historic Places. Once a bank, the marble walls and wrought iron accents still make it easy to imagine where the tellers would be."
Brand VP: Kristi Neville // Strategy: Chris McNeely // CD: Jonathan Vessely // Design: Michael Saalman // Web Design: Emily Lee