Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Events, Entertainment, Music, Leisure, Institutions, Non-Profits, Arts, Culture, Performing Arts, Orchestra, Repertory, Nonprofit, Theater, Michigan, Diversity, Accessibility, Inclusion

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

FIM (Flint Institute of Music) is a vibrant hub for the performing arts in Flint, Michigan, serving as the parent organization for entities like the Flint School of Performing Arts, Flint Symphony Orchestra, and Flint Repertory Theatre. Known for its community focus, FIM draws audiences from Flint and the surrounding area. Despite minimal local competition, the organization competes regionally due to its proximity to Detroit and Ann Arbor, both just an hour away.


Despite diverse offerings, FIM faced limited recognition. Individual sub-brands were known, but confusion persisted about the parent organization. The primary name, “Flint Institute of Music,” failed to encompass the breadth of performing arts. Recognizing the need for change, FIM aimed to enhance awareness and engagement effectively.


The goal of the rebrand was to craft a positive narrative for the city and remove barriers to engagement. Central to this initiative were issues of diversity, equity, and access, embodied in the tagline, “The transformative power of the arts. For all of Flint.” The rebrand solidified the organizational vision, positioning the arts as a catalyst for positive change on civic, regional, and national levels.

In the new brand architecture, the iconic shorthand name “FIM” takes a prominent role, signifying the parent brand as the creative force behind all components. The dynamic FIM logo, featuring overlapping colorful beams, symbolizes energy, connectedness, and diversity. From the logo, we developed a robust brand toolkit.


The unified brand significantly enhanced FIM’s visibility, attracting new regional audiences. Notably, Whiting Auditorium, FIM’s largest venue, hosted two sold-out shows, with 98% of the audience being first-time FIM attendees.

The rebrand facilitated staffing and programming integration, maximizing community benefit, and enabling expanded outreach. Moreover, the rebrand created an opportunity for an improved customer experience, with FIM revamping its online ticketing platform and consolidating six separate websites into one cohesive site, enhancing accessibility and engagement.


Client: FIM – thefim.org
Vice President of External Relations: Ann Marie Van Duyne

Brand Strategists/Designers: Minelli, Inc. – minelli.com
CEO and President: Mark Minelli
Lead Designer and Strategist: Joseph Allegro
Designer and Strategist: Na Snidvongs