The Argo Shares the Story Behind Its Name
A Family-Built Boat Inspires Milwaukee’s New Gathering Place, Interpreted Through Designer Chris Walker’s Brand Vision
[WHITEFISH BAY, WI, September 02, 2025]
THE ARGO today unveiled the story behind its name: a tribute to a hand-built family boat called the R-GO that carried generations across the Great Lakes and became a symbol of togetherness. That spirit—people coming aboard to share time, music, and memory—now anchors the venue’s identity and brand system created by Milwaukee designer Chris Walker.
“THE ARGO isn’t just a name; it’s a promise,” said Adam Powers, Founder & CEO of THE ARGO. “My family’s R-GO was a vessel for connection. When we couldn’t bring the boat home, we decided to build a new vessel on land—one that invites the whole community aboard.”
Read the full R-GO Story at theargolive.com/why-the-argo-name.
From R-GO to THE ARGO
Decades ago, the family-built R-GO hosted summers of navigation, storytelling, and celebration on the water. THE ARGO carries that lineage forward: a place designed to feel like a launch point—where you arrive, gather, and set off together toward something memorable. The shift from R-GO to THE ARGO preserves the original meaning while inviting the wider public into the story.
Interpreted by Chris Walker’s Design Eye
To translate the name’s meaning into a cohesive identity, Powers tapped Chris Walker, a Milwaukee-based designer known for thoughtful, typographic brand systems. Walker developed THE ARGO logo and brand guide, drawing on subtle nautical cues and durable, modern typography to create a flexible system that works on a marquee, ticket, or pint glass while always pointing back to the origin story.
“Our goal was to create an identity that feels timeless and approachable,” said Chris Walker. “THE ARGO mark and guidelines nod to a nautical past without nostalgia. They’re built for how people will actually experience the venue—clear, warm, and ready to travel across every touchpoint.”
Join the “Launch Crew”
In tandem with today’s story reveal, THE ARGO is inviting early supporters to join the Launch Crew—a one-time membership that offers first-wave perks like ticket access, food & beverage credits, and exclusive merchandise (including a keepsake Challenge Coin). It’s a simple way for the community to help “push off from the dock” and be part of the venue’s founding chapter. Learn more: theargolive.com/launch-crew.
About THE ARGO
THE ARGO is a new music and cultural venue in the historic Fox Bay Theater in Whitefish Bay, WI. Built on the belief that hospitality and the arts belong together, THE ARGO blends live performance with a full-service bar and kitchen and flexible event spaces—designed as a modern vessel for community.
Learn more: theargolive.com
NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.
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