Scottsdale’s McDowell Road, once the booming commercial center for Scottsdale, experienced a significant economic downturn beginning in the ‘90s as the city expanded rapidly towards the north. The closure of a major Shopping Mall, and the relocation of many anchor retailers and auto dealerships left behind decaying structures, empty lots, and for-sale signs.
The South Scottsdale Alliance (SSA) is a private sector organization dedicated to advancing revitalization and investment opportunities along the McDowell Road Corridor, which is where Scottsdale was originally established in 1894. As Board Members of the SSA, Jodi and Yani Deros were an integral part of this effort.
Community participation and feedback are at the heart of every great rebranding effort, and for South Scottsdale, it was no small feat. Over 15 months, the SSA had an extensive grass roots effort that allowed them to identify the four branding pillars for South Scottsdale: Quality of Life, Location, Outdoor Recreation, and Unique Mid-century Architectural Style.?
With that research information, ATOM was tasked to deliver a brand that would be embraced by South Scottsdale residents. To achieve this, ATOM initiated a 14-week STREAM Research community, where nearly 300 South Scottsdale residents participated in an evolving online discussion to build a brand and identity. As a result, the humming bird, a symbol for the enjoyment of life and lightness of being, was created by ATOM as the logo and foundation of a new identity for South Scottsdale.
The comprehensive identity for the area, including the rebranding effort and new logo, were unveiled to city agencies, community groups, and private sector experts. ATOM’s and the SSA ongoing engagement with these agencies laid the groundwork to revitalize an aging, less vibrant area of the city and establish a dynamic, livable, and sustainable area for the residents that call South Scottsdale home.
COMMUNITY BRANDING | STREAM RESEARCH | GRAPHIC DESIGN | LOGO DESIGN