City Center is a live music venue and private event space in downtown Champaign that plays host to a variety of different events. We were asked to update their visual identity to be more compelling and adaptable to their ever-changing needs. In addition to building a brand with the flexibility to work with a multitude of events, we also needed something that would speak to both those attending the events and those booking events in equal doses. While we needed to elevate the City Center’s marketing to their concert-goers, our goal was also to establish the City Center as a premier entertainment venue in the eyes of performers and booking agents.