Main Street Exchange

Branding, Identity Systems, and Concept Development

Design Challenge

The challenge was to develop a logo and brand identity for Main Street Exchange, a new multi-use building in Dunedin, Florida. The identity needed to capture the character of the city while creating a versatile and modern mark that could be applied across signage, marketing, and community-facing materials. The design had to balance historical references with a contemporary visual language to appeal to both locals and visitors.

Design Solution

The solution was a logo that combines modern simplicity with subtle historical references. The mark integrates a hidden railroad track, nodding to Dunedin’s rail history, alongside a concealed “E” that ties directly to the Exchange name. Clean lines and balanced geometry give the logo flexibility for use across signage, print, and digital applications, while the hidden details add depth and storytelling. This approach creates an identity system that feels rooted in place yet adaptable for the building’s diverse tenants and audiences.

The social media campaign for Main Street Exchange, highlighting how the brand translates across digital and promotional touch points. The visuals center on connection, creativity, and everyday community life reinforcing MSE’s role as a multifunctional space where people can work, meet, and unwind. Bold, straightforward typography paired with warm photography helps communicate clarity and approachability, while the “Start Here.” messaging positions MSE as an easy entry point into community engagement. Together, these assets demonstrate a cohesive digital identity that feels modern, local, and people-focused.

  • Ideas

  • Stories

  • Community

This section demonstrates how the Main Street Exchange brand system comes to life across both environmental and promotional touchpoints. The exterior signage establishes a strong street-side presence, reinforcing the logo’s architectural inspiration and MSE’s role as a central gathering space in Dunedin. Paired with it are three campaign posters that build out the tagline “Exchange ___,” celebrating the flow of ideas, stories, and community inside the space. Through color-coded linework, consistent type hierarchy, and lifestyle imagery, the campaign communicates a warm, active, and people-centered identity designed to make MSE feel vibrant, creative, and connected.