On-site Branding

Situation: Originally built in 1990, Arizona Center became a stale, outdated, and overlooked 16-acre entertainment and shopping destination.

Objective: Reposition and revitalize Arizona Center via a complete rebrand and collaboration with Gensler architecture firm to provide guidance on elements of $25 million makeover. and Arizona Center Collaborate with Gensler architecture firm to help rebranding efforts and a $25 million property makeover

Approach: Create an energetic and lively brand that leverages the property’s existing waterways and greenscape to rebrand Arizona Center as a refreshing oasis amid the concrete jungle of Downtown Phoenix. The rebranding included new archetype, brand personality traits, and brand voice to be exhibited through on-site wayfinding, signage, social media, website, and advertising.