Key Challenge
Growing pains. Peoria, Arizona, located in the greater Phoenix area, is one of the fastest growing cities in the United States. While explosive growth provides numerous opportunities, it also poses challenges for the community.  Because of increasing development, national chains and big box “power centers,” there is a lack of distinct character and unique identity. The city limits are difficult to define, and one can easily be in neighboring cities without realizing it.  In addition, the majority of Peoria residents are newcomers to the city, without social networks or connections to the community.

Another challenge Peoria faces is not being associated with one of its greatest assets, Lake Pleasant – because of the lake’s close proximity to other Phoenix metro communities.

However, Peoria is taking great strides to overcome these issues, such as working to provide amenities and programs to create a sense of community, and developing a trail system that will connect the entire community – north to south, east to west, as well as to Lake Pleasant.

Critical Insight
While the brand identity of many communities reflects the past and present, North Star believes a community’s brand should also capture the community’s vision for its future, as well as help shape future development.

What makes Peoria truly distinct is Lake Pleasant and the surrounding physical environment.  But this isn’t all about the outdoors!  What Peoria’s physical environment represents can be tied to the other “environments” in Peoria as well…

Now and into the future, Peoria is working to design ideal environments that foster an active community and connectivity: the river/trail system, master-planned communities and neighborhoods that provide exceptional quality of life, community parks, business campuses, mixed-use development, downtown revitalization, arts center, schools and sports programs.  These initiatives will connect people to each other, as well as to opportunities for a strong and healthy future.

Brand Strategy

North Star recommended a brand targeting those seeking a refreshing desert lifestyle that positions Peoria as an emerging city in the Valley of the Sun…where infrastructure and attitude actively connect people to the “environment” and to each other – so you feel vital, vibrant and healthy.

Peoria is a place where both community services and natural beauty link to a better life. Where friends and family can unite on the lake, on a walking trail or over the dinner table. Where a network of resources leads to success for businesses big and small…

Initial Concepts

One of the ways North Star brings your community brand to life is with a Brand Identity package, which is the creative representation of your community brand. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Peoria. All were designed to help them wear their brand like a second skin.

• Give them a link - Create links off the portal site that appeal to the special interests of residents, tourists and businesses. For example:
  • Develop a blog called “Community Connections” where residents can share ideas, inspirations and issues.
  • Link to a site called “Cooking Connections” where residents can share favorite recipes and party ideas.
  • “Concerned Citizens” could be a site where residents report infrastructure problems or other issues to local officials as well as check on the progress of repairs, etc.
  • “Job Connections” is a networking idea for businesses and residents.
    
    
• Develop brand merchandise - One of the best ways to introduce your brand is with promotional items and merchandise, the Peoria brand opens up the door for some unique and relevant premium items including: 
  • Shopping bags imprinted with “Connect to Great Shopping”
  • K’nex toys imprinted with the logo and strap line.
  • Connect-the-dots books of Peoria attractions. 
    
    
• Give them a wet welcome - Redesign the Peoria welcome sign to make it higher profile. To emphasize the city’s connection to Lake Pleasant, include a real working water element in the sign such as a fountain or pond.
  

Press

Peoria urging residents to take part in survey

Kudos

"The BrandPrint program brought valuable stakeholders within our community together to insure that as we move forward we are moving in a more cohesive manner."

-- Jim Brink, Marketing Manager, City of Peoria