How can a regionally specific arts organization use its online platform as an archival and presentational platform? For this collaboration with Ballroom Marfa, we departed from the iconic sign painting of the historic ballroom to create a whimsical, yet elegant custom typeface in which we grounded the full graphic identity. Our visually-anchored and intuitive approach gives ample visibility to archival and current images of the wide-ranging program and introduces background color to subtly subtly shift and resonate with the unique geographic location in which the institution is located. We also integrated the new Ballroom Marfa Shop into Shopify and prepared the site to be fully operational in both Spanish and English. Our comprehensive approach presents Ballroom Marfa as a physically-anchored place, which unfolds across multiple online spheres and scales.