The National Main Street Center embarked on a brand exploration for their national network of over 2,000 historic downtowns and neighborhood commercial districts, Main Street America. Establishing an identity system including sub-group hierarchy, we moved on to brand standards, publications as well as two years of their MSNow Conference materials and redesigned their annual State of Main publication. Over the course of a few years, we have continued to identify and bring materials into the updated brand as needed.