The Exchange Cocktail Bar

Campaign + Storytelling

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. As JDA's dedicated writer for the brand, I led all copy across brand identity, web, email, and social.

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.

Bar Coasters

Custom 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]