TRAVEL & TOURISM
ARIZONA STATE BRAND REFRESH
SITUATION
Many people who have never lived, worked, or visited Arizona imagine it as a flat, brown desert defined by one famous canyon. And while that canyon is indeed grand, those who know Arizona understand it’s so much more.
To shift those perceptions, the Arizona Office of Tourism partnered with agency Heart & Soul Marketing to rebrand the state and tell a fuller, more authentic story. That story needed to reflect the diverse people, cultures, and experiences that make Arizona truly vibrant.
OBJECTIVES
The goal was to reshape how people view Arizona by celebrating its creativity, energy, and modern spirit. The rebrand needed to honor the state’s heritage while capturing its forward momentum, ensuring the identity reflected all voices of Arizona, from bustling cities to small rural towns.
STRATEGY
As a contract brand strategist for the Heart & Soul Marketing team, I contributed to the research and strategy that informed the development of the new brand. Together, we conducted an inclusive listening tour that engaged more than 2,000 residents through in-person interviews, virtual meetings, and surveys.
RESULTS
The resulting brand represents a Southwest state that is alive with an energy best described as Vibrant. Not just because of its colorful landscapes and scenery, but also its flourishing arts and culture, vivid outdoor adventures, and thriving business opportunities.
Vibrant Arizona celebrates the color, culture, and energy that define the state. Its modern visual identity offers a bold, unified representation of Arizona across tourism and state initiatives.
The rebrand strengthened Arizona’s ability to compete with established destination brands while providing residents with a renewed sense of pride in the place they call home.
KEY ROLES & DELIVERABLES
My specific responsibilities as a contract brand strategist included:
• Stakeholder and community research, including interview guide development and execution
• Participation in statewide town hall listening sessions
• Secondary research on tourism and audience sentiment
• Brand positioning and strategy development
• Insight synthesis and presentation support
