MSB - Main Street Batesville

Brand Identity and Messaging System

This project was not about designing a new logo. It was about guiding change in a way that felt natural to the community and respectful of what already existed.

The challenge was to introduce a more modern identity without signaling disruption, correction, or replacement. The brand needed to feel familiar and credible while still conveying energy and momentum.

The Problem

Two principles guided every decision.

Change should feel earned, not announced.
Momentum is safer than judgment.

Rather than positioning the work as a redesign, the goal was to reflect how the community already spoke and gathered.

Role: Creative Direction, Brand Strategy, Identity and Messaging Systems

Main Street Batesville is a civic and economic anchor in a rural community where familiarity and trust matter. While the organization needed to reflect renewed energy and growth, visible change also carried risk. Long-time residents are cautious of updates that feel imposed or disconnected from local identity.

At the same time, members had already begun referring to themselves as “MSB.” The language of the brand was evolving naturally before any visual change occurred.

The Insight

The Identity

MSB was already in use. Formalizing it validated the community instead of redirecting it.

The identity balances modern structure with civic familiarity. Simplified building forms reference downtown architecture without nostalgia. Typography prioritizes clarity. Color is intentionally muted to soften the modern design and avoid visual shock.

The Brand

The Message

While the visual identity improved recognition, messaging still needed to communicate energy and growth without implying Main Street was lacking.

The B is for...

Rather than locking into a single slogan, I developed a rotating framework built around one constant phrase. The “B” language describes activity and atmosphere, not judgment.