Following the success of the “Bring Your Soul” campaign, the Memphis Brand Initiative returned to us for a new project celebrating the city’s bicentennial. With the theme “A New Century of Soul,” they needed a creative expression that would resonate with the people of Memphis and commemorate the milestone in a way that felt both timeless and full of momentum.

We created a custom hand-lettered treatment of the bicentennial title and developed a set of keepsakes to anchor the celebration. At the center was a limited-edition bicentennial coin—one of the only physical items produced for the city’s 200th anniversary, and a piece that continues to be seen as a lasting, collectible symbol of the moment. Supporting items included a custom “Memphis” apparel and stickers, each tying back to the visual identity established in the previous year’s campaign.

The campaign extended the spirit of “Bring Your Soul” into a broader civic moment—helping Memphis mark its milestone with creativity, culture, and conviction.

Creative Direction & Relationship: Conviction / Illustration, Hand Lettering & Design: Jason Prater