The Byrd Theatre
Brand Repositioning & Identity
Develop a compelling and clear brand that moves the Byrd Theatre forward, allowing it to better market itself to customers and donors.
Richmonders love a lot about the Byrd and its experience--but they can’t quite define that experience.
We found that the essence and history of the Byrd are rooted in the Golden Age of cinema. We positioned the Byrd as Carytown’s homage to the Golden Age of film. In line with the new positioning, we renamed the theatre as “The Byrd: Carytown’s Movie Palace,” created new branding, and developed supporting tactical recommendations.