A brand refresh for a revitalized landmark.

Art Direction + Illustration + Design: Jamal Gamby
Creative Direction + Design: Frankie Oviedo
Account Management: Kat O’Connor
Photography: Samantha Levi

The Rieger Hotel building stood as a monument to Kansas City’s rise in prominence around the turn of the century. Erected as a marketing strategy by the founding family of J. Rieger & Co. Whiskey, it fell into neglect after prohibition, enduring only as a reminder of the city’s past glory days. More than 100 years later amid a downtown renaissance, the historic building was offered rebirth as an award-winning restaurant.

The new identity system we created celebrates the building itself, paying strong tribute to historical components and incorporating both structure and ethos into a modern visual identity. We found inspiration for the mark in the custom tile design of the building floors, leading to a contemporary reimagination of early 1900s' glamour. Because of the raw physicality of the space, we selected tactile materials and processes, such as craft paper, screen printing, and letterpress to reinforce the unique, historic attributes of The Rieger.