Trace Re-launch

Trace Chicago

Sensory Productions collaborated with Jason Akemann and Nathan Hilding, owners of the Wrigleyville bar known as Trace, to help re-brand and enhance their logo. Both Jason and Nathan have a profound love of rock ‘n’ roll and wanted to see this reflected in the theme of the bar and their new logo and print campaign.

We worked closely with the owners of Trace to develop and refine their existing logo, and now we are taking it to the next level by designing a series of rock ‘n’ roll-themed posters that will showcase the bar. This imagery can be used on posters, fliers, and coffee cups, all of which draw parallels between great rock bands and the bar. Building your brand along thematic lines that have pre-established cultural relevance is an amazing way to gain widespread acceptance from public opinion, as people are already emotionally invested in what you are emulating.

After we redesigned the logo, Trace had it made into a light box sign and a painting that was reproduced for the upstairs bar. We also designed an awning with their slogan, “Rock ‘n’ Roll in Wrigleyville ‘til 4am.” When designing the exterior media for a building, it is important to take into consideration how it will mesh with the environment and the lighting. So, we paid close attention to the layout and the staging.

After working for a month on the project, we came down for the grand reopening of Trace and were blown away by the translation of our work and the amazing renovations that were executed at the bar. The reopening was a smashing success, and we look forward to working with Trace to evolve their iconography through the use of rock ‘n’ roll and graphic design.