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Since 1940, Minneapolis has celebrated its waterways with the Minneapolis Aquatennial, which offers summertime events as plentiful as the lakes, rivers and streams that run through the city. One of these events, Mess Hall, began in 2016 to offer festivalgoers a taste of Minneapolis’s great food, locally produced beverages and amazing music. So when Mess Hall and the Aquatennial recently sought a brand identity refresh, a Minneapolis-based strategy and design company naturally stepped in: Zeus Jones.

Zeus Jones jumped at the chance to design a fresh face for one of the city’s oldest traditions and reinvigorate the city’s civic sense of well-being. It particularly wanted the new Mess Hall event to not only play in the same design space as the Aquatennial, but also function as a free-standing festival. The resulting designs, which draw upon crisp icons and visuals and range across everything from OOH postings to event guides, have been met with great excitement from Zeus Jones’s Minneapolis community, engaging new neighbors to enjoy their city’s vibrant arts, music, athletic and foodie scene for many more summers to come.

zeusjones.com

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