The Strand
To keep the memory of the Strand Theater alive, Jasko Development revitalized the building and named its new apartment concept The Strand. Leaning into its rich history, the brand identity features a re-imagined version of the iconic sign and nods to the theater through language and messaging.
Five-Star Living
The Strand Theater stood at 157 Main Street from 1926 until its controversial closure and demolition in 1972. The classic theater brought vaudeville acts, orchestral music, Hollywood films and a matinee or night on the town to generations in New Britain. The brand identity takes inspiration from The Strand, paying homage to New Britain’s gilded history.
Paying homage to its roots, the messaging used throughout The Strand’s brand identity includes verbiage commonly seen when talking about the Theater. Things such as “Premier Apartments”, “Five-Star Living”, “The Grand Remagining”, and “Your Ticket to Modern Living” create a story within the brand and give its tenants a look into its rich history.
