In the initial phase, we completed a thorough audit of FastFrame’s current brand image. From our research and surveys, we found that framing customers were associating the word “fast” with “cheap” and “low-quality.” However, FastFrame’s main value propositions are quality materials and an excellent service experience. This mismatch between expectations and reality uncovered the need for a rebranding project. In this audit, we also conducted an internal survey to determine the marketing channels driving the most sales for the locations.