San Antonio’s first spark of electricity took place at The Espee and the energy has never left. In the historic heart of downtown, The Espee gets its name from the Southern Pacific Railroad that once transported thousands of travelers on journeys across the country. Parallel created branding that celebrates The Espee’s history and its current life as a venue that transports guests from the ordinary to the extraordinary. The Espee’s look is relaxed, eclectic, historic, and most of all, fun as hell. Each element embodies vintage charm with a modern twist. Classy but relaxed. Nostalgic but fresh. Always a great time.

The brand is built on philosophies that represent the unique world of the Espee, a venue that creates memorable experiences that are fresh, diverse, and grow from community roots. The Espee logos, typefaces, color palette, photography style, and graphic elements were each conceived and designed to make audiences perk up, take notice, and eager for more.

About us: We are Parallel. Our name represents our belief that success is a direct result of people and ideas being in alignment: our team, our clients, our vendors, all working in sync alongside each other as partners towards a common goal. Our core passion is to help bring order, consistency, and creativity to the brands we work on. We offer full-service capabilities with an emphasis on creating memorable and engaging touch points across a brand and improving the brand as a whole with every project we undertake.