This thesis focuses on the design of an identity system for the Maitri Center, a performance and dance venue in Cincinnati, Ohio. I explore how an identity system can provide the organization with a meaningful image. I also examine how the use of the Maitri Center building has evolved over the past 120 years and how these changes affect its ‘place identity.’ In this thesis, ‘place’ is defined as a site of emotional, cultural, and historical values manifested in local identity. I am particularly interested in the attachments people have to a place, the way a place forms their identity, and how, in turn, people form the identity of a place. The crux of this thesis is that an exploration into place can enrich neighborhoods, and that graphic design can engage with this process on many levels. The identity system design for the Maitri Center considers these issues.