Brand Evolution, Visual Design

City of Azusa

Client: City of Azusa

Primary Objective:  Business Development, Retention and Attraction

The City of Azusa is the fastest growing city in the San Gabriel Valley Region. Azusa is the gateway to the San Gabriel Mountains National Monument, home to highly ranked ethnic food establishments and recently opened two Foothill Gold Line light rail stations.  The City of Azusa is a proud city with many hidden gems that needed to be polished and promoted.  Our goals were to attract, retain businesses and promote the city’s assets and attributes within the San Gabriel Valley Region.  After completing a robust stakeholder outreach interview process, held community meetings to gain insight from constituents and business groups on their vision for Azusa and launched an online survey, equipped our team with valuable information that became the guidepost for the Economic Development Marketing and Communications Program.  We also relied on Nielsen to provide our team with real-time demographics and lifestyle segments which elevated the reach.  This process uncovered several marketing attributes to build our foundation and tell Azusa’s story in a manner that now attracts business, promote the city’s assets and retains talent from Azusa Pacific University, a top-tiered university located within the city.

The project was divided into ongoing multiple phases:

  • Phase One – Research and Foundation (Stakeholder Event)
  • Phase Two – Key Messaging Strategy and Positioning
  • Phase Three – Brand Identity and Guidelines
  • Phase Four – Citywide photoshoot and Collateral Material Development
  • Phase Five – Communication Strategy and Implementation Plan
  • Phase Six – Implementation of a regional shop local campaign to combat a multi-million dollar leakage  (November 2017 in conjunction with AMEX SB Saturday)
  • Phase Seven – Designed street pole banners to promote programming within the city’s downtown area

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