The Flagstar Strand Theatre is a beautifully restored historical theatre in the heart of Pontiac and it was experiencing brand confusion. They needed a clear message to go to market. As with theatres and entertainment venues across the nation, their revenue had all but disappeared during the pandemic. It was a perfect time to rebrand.

CHALLENGE:

The most pressing issue was that their nonprofit work (Encore Performing Arts Center), their commercial entertainment side, the Strand Theatre, and Charlene’s Theater Bar led to market confusion. Communication...