A venue's identity is not its logo or its playlist. It is the set of rules a person can feel within ten minutes of walking in.
Those rules operate across sound, programming, space and the way the venue presents itself, all at once. Change one in isolation and the others pull against it, which is why a new sign or a new playlist rarely changes anything on its own.
So the work is mostly sequencing: which change comes first, and what has to already be true before the next one lands.