Sublmnl, a North Carolina-based brand development and digital marketing studio, has partnered with The Avett Theater on a full brand development initiative. The project includes a new brand identity, marketing strategy, website, and much more for the historic venue taking shape in downtown Mount Pleasant, NC.

The Avett Theater is being built from the restoration of the historic Paula Theater, a roughly 13,000-square-foot building constructed in the 1940s. The theater once served as Mount Pleasant’s downtown movie house before closing and sitting vacant for decades.

Once complete, the venue will become a roughly 700-seat live music and performing arts center. It’s expected to host touring artists, regional performers, and local talent alike. The project is part of a $3.75 million restoration campaign led by Mt. Pleasant Theatre, Inc., the nonprofit formed to preserve and operate the theater.

That campaign recently crossed $1.4 million, boosted by a $500,000 grant from The Cannon Foundation, the largest single gift to the project so far. Construction is set to begin this month, with the theater projected to open in 2027.

The Avett Theater takes its name from the Avett family, whose roots in Mount Pleasant date back to 1947. Brothers Scott and Seth Avett, co-founders of the Grammy-nominated band The Avett Brothers, grew up in the area before achieving national recognition. The band even has a direct connection to the building itself: the music video for “Orion’s Belt,” from their 2024 self-titled album, was filmed inside the historic theater.

That history gave us a rich foundation to build from: a brand that needed to honor a local landmark, a nationally recognized musical family, and a genuinely ambitious vision for the region’s live music scene, all at once.

Our work with The Avett Theater goes well beyond a logo. The project includes a complete brand identity, a full marketing strategy, and a new website built to support the theater’s fundraising campaign, event promotion, and eventual day-to-day operations.

Organizers see The Avett Theater as filling a real need in the region: a mid-sized performance venue that complements smaller stages like the Davis Theatre in Concord and the Swanee Theatre in Kannapolis. The theater is also expected to support the ongoing revitalization of downtown Mount Pleasant, drawing performers and visitors into the heart of town.

“This project means a lot, on a lot of levels,” said Justin Moore, Owner and Creative Director of Sublmnl. “We’re building a brand for a venue named after a family with deep roots in this community, inside a building that’s been part of Mount Pleasant’s story for 80 years. That’s a real responsibility, and we’re honored to be part of it.”

With construction set to begin in September, 2026 and an opening projected for 2027, The Avett Theater is entering an exciting new chapter. We look forward to continuing our work with the venue as it grows from a restoration project into a premier live music destination for the region.

More information about The Avett Theater and its fundraising campaign is available at avetttheater.org.

If you’re looking to strengthen your brand and make a lasting impact in your community, contact us today to start the conversation.