Northfield, Minn., a small historic town best known for being home of the “Defeat of Jesse James,” needed rebranding. Its other amenities include a preserved main street shopping district, two nationally ranked colleges, a river, natural scenic beauty, and a thriving arts scene. Our team was tasked with creating a unified tourism brand umbrella to celebrate these various — and sometimes fractious — factions. Drawing inspiration from golden era travel guides and classic children’s literature, we created an illustrated retro series of posters, each of which represented a different attraction. The larger “This is Northfield” brand narrative now serves as a rallying call for all commercial, educational, arts, and outdoor interests.