The exchange cocktail bar

rebrand | brand identity — Core messaging + tone & voice

The Exchange is a craft cocktail bar with Midwestern roots and a vast selection of international whiskeys. As a member of the JDA Worldwide Creative team, I served as the The Exchange’s dedicated writer for all brand, web, and creative deliverables. Its owners tapped our team to orchestrate a full rebrand, email campaigns (journeys, demand and lead generation), and paid social content.

As lead writer for this client, I collaborated with JDA’s VP of brand and the team’s marketing strategist to research its consumer audiences and conducted historical research to create the new elevated identity and brand guide. With audience segments across Downtown Indianapolis and South Bend, the rebrand reflects its cosmopolitan sophistication and Midwestern hospitality.

Below, are select writing samples of mine from the formal Exchange Brand Identity Guide and various applications of the brand tone and voice, including bar coasters and paid social posts.

Brand VP: Kristi Neville // Strategy: Chris McNeely // CD: Jonathan Vessely // Design: Michael Saalman