The exchange cocktail bar

rebrand | UX, web | Paid + organic social

Based in Indiana, The Exchange is a craft cocktail bar with an international selection of whiskeys. To reach its local audiences in Downtown Indianapolis and South Bend, the bar required a rebrand that reflected its cosmopolitan sophistication and Midwestern hospitality. As writer for JDA Worldwide, I collaborated with the VP of brand and marketing strategist to research The Exchange’s history and consumer audiences to establish their brand identity. With a revamped brand, the bar needed an optimized web experience, so I collaborated with the digital team as a UX writer to build content for its new website. Once the new brand identity and website were approved, I collaborated with leadership from the marketing team to create strategic paid social ads to share across channels.

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