The Standard at The Smith House is Nashville’s only remaining grand townhouse, a unique collision of history, mystery and fine cuisine. Spread out over three floors, this 1843 architectural marvel features secret doorways behind bookcases, hidden moonshine rooms, a tunnel rumored to have been part of the Underground Railroad during the Civil War, a fully stocked humidor in the men’s room, and $25 shots of “Adder Liquor” – complete with a poisonous snake in the bottle.

The Standard is now home to an award-winning restaurant and a prohibition-style cigar, wine, whiskey and social club, hosting events that range from concerts with the likes of John Oates, Jewel and Wynonna Judd, to black-tie boxing matches reminiscent of the Billy Conn and Sonny Liston eras.

Two years ago, a Standard Club member and former EA Sports executive encouraged BOHAN to develop a brand identity and marketing elements to match the building’s elegant but quirky 1840s origins. All in an effort to boost the restaurant and club’s $3300-a-year membership and overall incremental sales.

That conversation lead to a treasure trove of period typefaces, posters, much talked about outdoor boards, event banners, business cards made out of skeleton keys, postcards, a new website and more.

Positioned by BOHAN as the steak, whiskey and cigar club for the most interesting people in Nashville, we sought to reflect the club’s leather-sofa’d, book-filled, old-world ambience of the brand – all the way down to the menu design and typography featured in this ad produced for a "Dine Nashville" culinary guide publication for hotels.

Typefaces used include LHF Cameo Spur, LHF Old Tom Poster Letter, LHF Euphoria 2, LHF Firehouse, MT Castellar Std, Celestia Antiqua Std, MT Engravers, Monotype Corsiva, and hand lettering.

With our help, The Standard has indeed become the gathering spot for the most interesting people in Nashville – playing host to hundreds of local and visiting dignitaries like Allison Krauss, Brad Paisley, Darius Rucker, Carrie Underwood, Taylor Swift, Kix Brooks, John Bon Jovi, Rudy Giuliani, George Bush, Bill Clinton and Yo Yo Ma.

BOHAN’s Standard branding campaign has won Best of Show in print award competitions. It’s been featured in Communication Arts’ Typography Annual two years in a row. And lead designer Josh Ford was named “Art Director of the Year” in 2014.

Best of all, the club itself has experienced a nearly 100% increase in members since we began our efforts. 2014’s sales were up 65% – the club’s best year ever. And sales to date in 2015 have already increased an additional 28% over 2014. All of which gave The Standard the capital to invest in additional staff, and new events and initiatives – like a new 22-story hotel development project next door for which BOHAN has already been named agency of record.