The Scottsdale, Arizona community is comprised of smart, passionate stakeholders who all had strong, but different ideas of what the brand stood for as a resort destination (Luxury golf getaways! Pulsing party scene! Old West heritage! Modern art mecca! Tranquil spa escapes! Adrenaline junkie adventures!) Consequently, the Experience Scottsdale brand had become so diluted that it didn’t stand for anything at all. 

Struck teamed up with market research experts, SMARI, to conduct a thorough brand audit and competitive review, plus nationwide quantitative surveys and qualitative focus groups with Scottsdale’s target audience in primary markets across the U.S.

We distilled the findings into strategic insights and a distinctive brand position, and then designed an entirely new brand identity to communicate that position. And, we kept all the stakeholders involved throughout the whole process. Ultimately, the new brand is not a reflection of what any single stakeholder thinks Scottsdale ought to be, nor what we think Scottsdale ought to be. It’s a reflection of what Scottsdale genuinely offers its key audience—leisure travelers. 

CREDITS:

Director of Client Services: Jeremy Chase

Account Supervisor: Machel Devin

Director of Strategy: Jennifer Hughes

Senior Producer: Heather Holt-Lister

Creative Director: Alexandra Fuller

Design Director: Matt Manes

Designers: Russ Gray, Michael DeHaan, Jill DeHaan

Writers: Jimmy Carson, Alexandra Fuller

Research Partner: SMARI