Project Summary
Located in the heart of downtown Syracuse, The Mizpah is a breathtaking historic property being transformed into a wine bar and event venue. Once a hotel, church, and even a music hall, the Mizpah Tower sat vacant for decades before its rebirth. M. Dietz Creative was commissioned to create the brand strategy and identity system that would honor its rich history while positioning it as the region’s most awe-inspiring third space for weddings, events, and gatherings.
The Role
Strategy: Defined The Mizpah’s positioning as Syracuse’s most unforgettable gathering place—a “third space” where people come together for everything from casual drinks to milestone celebrations. Clarified mission, vision, and brand characteristics around being historic, awe-inspiring, friendly, adaptable, and relevant.
Messaging: Crafted a brand narrative centered on memory-making and connection. Built a tone of voice that feels elevated yet accessible, honoring the venue’s grandeur while keeping it approachable.
Brand Identity: We designed a flexible identity system that honors The Mizpah’s historic grandeur while giving it a modern, relevant expression. The logo family includes a primary wordmark, an ornate badge featuring the Mizpah Tower, and stacked variations with location and heritage details—each tailored for different applications, from signage to event collateral.
The visual language leans into richness and refinement: a palette inspired by deep wines, stone, and stained glass, paired with clean, contemporary typography. Every choice was intentional—meant to feel timeless, on-brand, and worthy of the unforgettable experiences The Mizpah promises to host.
