Since 1935 the Milwaukee County Historical Society has helped to tell the story of how this city came to be, and how it continues to evolve.

We’ve worked with MCHS on several exhibitions, and alongside the launch of their 2026 Naturalization Exhibit we were engaged to breathe new life in to an aging brand identity. The new visual system is anchored by the typography of Milwaukee-born Morris Fuller Benton, a prolific type designer from the early 20th Century, and draws color inspiration from an iconic city palette: cream city brick, Lake Michigan, and the various patinas visible on 19th Century architecture across the city.