Students Help Launch Bench Racers Brand in Frenchtown

Lindenwood University advertising students gained real experience by helping develop the branding for one of Frenchtown's most anticipated attractions. Set to open in the spring, Bench Racers is the brainchild of husband-and-wife team Andy Stark and Stephanie Lia. The couple has spent the past two years renovating a former 1940s Texaco station that had fallen into decline. A Lindenwood alumnus, Stark turned to the University for support in creating the business's brand identity.

Stark reached out to Professor of Advertising and Public Relations Dr. Kristy Tucciarone to see if students were available for this project. Tucciarone said the students went above and beyond the client's expectations, showing impressive initiative. "It was not in the classroom. There was zero incentive for them to work on this other than they were just so excited about this project and they wanted to build this brand," Tucciarone said. "It wasn't for a letter grade. It wasn't for classroom points. It was because they were passionate about this project."

The students were asked to keep the station's original 1940s color palette and to incorporate a dog named Lisa, who had passed away, into the logo as a tribute. The students' involvement was not just limited to designing the logo. "I helped form the brand, plan community events, and create merchandise while also helping shape the personality of the space," said Riley Huskey, a junior who was active throughout the project. "This experience truly gave me hands-on skills in branding and helped me grow as a problem-solver, collaborator, and prepared me to take on future endeavors with confidence."

Graphic design student Brandon Tolbert also valued the hands-on approach to learning. "I was so grateful to be given the opportunity to work on Bench Racers," he said. "It was an amazing experience that pushed me to grow as a graphic designer, not only by collaborating with my peers at Lindenwood, but also by applying what I've learned beyond the classroom to help prepare me for my career."

The students' designs are now featured across Bench Racers's social media profiles, where the owners praised the logo as distinctive and lively and expressed gratitude to Lindenwood's advertising and public relations team for their work."

For Lia and Stark, the story behind the branding is just as important as the design itself. "We wanted to use local talent because this is home," said Lia. "We believe in reinvesting in our own community and supporting those who live and work here." With Stark, a Lindenwood alumnus, and current students collaborating, Bench Racers highlights the University's ongoing role in shaping and supporting the St. Charles community.