Greenville, SC is the smallest non-college city to have a regional performing arts center. The Peace Center is the jewel in the crown of the cultural community of Upstate South Carolina. It’s where people go to see each other and to see great performances from around the world.

The center originally opened as a “sophistication” brand, focusing on high culture in the region. Over a few years, through a couple of ad agency and marketing director changes, the brand distinctives became blurred, resulting in ineffective, fractious marketing communication.

Under new management, the focus shifted to a broader offering and audience. This provided the opportunity to reposition the brand, as part of an overall refocusing, updating, and recommitment to the mission. As part of this process, one of our first assignments was to shift the brand from sophistication to excitement.