Occupying the second floor of the new KAMS building is another revival of a former campus mainstay — Second Chance, a bar that burned down in the 70s.

The new Second Chance features original signage from various popular bars from the past plus a detailed listing of almost every bar that has existed on the University of Illinois’ campus. While the bar pays homage to the past, we wanted to make sure the Second Chance brand would appeal to college students and not just sentimental townies. We worked to create a new visual identity, apparel and signage that would resonate with this audience.

Also, because of the location of the bar within the KAMS building, it was important for the owner that the branding help drive patrons upstairs and be competitive with KAMS downstairs.