New Identity of Southern Scottsdale

Scottsdale Gateway Alliance Unveils A Contemporary, Community-Inspired Brand For South Scottsdale

South Scottsdale was humming with energy and anticipation as nearly 200 community members packed a conference room at SkySong for the unveiling of a new brand and marketing campaign. Audience members enjoyed food and drink from local establishments, interacted with neighbors, and enjoyed a fast-paced presentation from the Scottsdale Gateway Alliance, culminating in the unveiling of the long-awaited brand. The brand unveiling was met with audience applause and a renewed excitement for the community.

A 15-month community-based research initiative bringing together over 2500 local residents formed a consensus that South Scottsdale needed a modern and contemporary look to match the evolving attitudes and demographics of residents.

The Scottsdale Gateway Alliance collected feedback through one-on-one interviews, 17 focus groups, and a 14-week online platform resulting in a new logo, messaging guide and marketing campaign representing the look and feel of the community. The four new branding pillars as identified by the community through this exercise are location, quality of life, outdoor lifestyle, and mid-century architecture.

South Scottsdale is made unique by its residents. The friendly nature; sense of practicality; healthy, active and sustainable lifestyles; appreciation for nature and the parks; and actively seeking out the beauty in each day.

The HUMMINGBIRD species native to Arizona – the one you will find in your back yards – is extraordinarily unique, colorful, vibrant, efficient, and nimble. While modest in size, the hummingbird can achieve things many other birds cannot. It symbolizes the enjoyment of life.

South Scottsdale is humming…

A 15-month community-based research initiative bringing together over 2500 local residents formed a consensus that South Scottsdale needed a modern and contemporary look to match the evolving attitudes and demographics of residents.

The hummingbird species native to Arizona – the one you will find in your back yards – is extraordinarily unique, colorful, vibrant, efficient, and nimble. While modest in size, the hummingbird can achieve things many other birds cannot. It symbolizes the enjoyment of life.

South Scottsdale is made unique by its residents. The friendly nature; sense of practicality; healthy, active and sustainable lifestyles; appreciation for nature and the parks; and actively seeking out the beauty in each day.