Most of our research came from Instagram. The producers had a decent body of followers who represented exactly who they
wanted to attract to their new venue. So we went ahead and gathered information about people's lifestyles, music tastes and culture.
This research proved fruitful, as we identified the messages the brand needed to convey:
"Cortex know me from way back" – appeal to the nostalgic days of dancing and listening to loud music.
"Cortex and I share the same culture" – the audience likes specific genres, which come with specific lifestyles.
"Cortex and I are in the same vibe and in the same life stage" – even though the references are from the past,
this is a place for young adults.
"Cortex want me to go out and have fun" – Cortex need to show the public there's still a good, comfortable option for them
to go out and listen to good music.