Potomac · Station 280 · Moore for Board · Xscape · Blackwell · FIX340B · Aquascapes · Tribal Connect · Pola
Brand Re-Design
Station 280
The goal was to create a visually refined, modern site that reflects the brand’s mission and provides an intuitive, engaging user experience. Worked on a team with a copywriter, web developer, and creative director.
Adobe Illustrator
Adobe Indesign
Adobe Photoshop
Brand Statement:
Station 280 is a unique spot where a diverse crowd comes together: college students enjoying games and locals over 45, with little in between. The venue stands out with over 20 tap beer selections, offering 2-for-1 specials every day. Their food is surprisingly high quality, and daily specials on food and drinks add an exciting element to the experience. The atmosphere at Station 280 is warm and welcoming, with friendly staff making it easy for guests to feel at home. However, the design is outdated and in need of a refresh.
Problem: The previous logo failed to capture the essence or story of the brand, lacking a meaningful connection to its identity.
Target Audience:
The current customer base spans a wide range of ages and backgrounds. However, the goal is to focus on a younger, vibrant crowd, particularly people aged 21-30 who work at neighboring restaurants. Given Station 280's welcoming vibe and late hours, it’s the perfect spot for restaurant industry professionals to unwind with a beer after a long shift.
Process: I explored several logo variations to find one that resonated with both the audience and the venue’s unique characteristics.
Details: The beer glass icon in the wordmark represents Station 280’s all-day, every-day 2-for-1 drink specials. The restaurant is just off Highway 280, requiring a quick, sharp turn from the Como exit—something I reflected by rotating the number “280” on its side to mimic that directional twist. I also added a textured finish to the logo to echo the gritty surface of the road, tying the design back to its location.
Outcome: The updated branding successfully aligns with the venue’s audience and its core values, creating a more authentic and meaningful identity for Station 280.
