Key Challenge
The Glendale Cardinals. Could Glendale ever really "own" Phoenix's professional sports teams that came to nest in their back yard? Should they try? And how would it blend with the real character of the community?

Critical Insight
Even with new big-league amenities, the heart of Glendale is still its downtown area. With world-class antiques, unique architecture, and a "back east" small-town charm, the character of Glendale exists in rich contrast to Phoenix and the valley of the Sun.

Brand Strategy
Position Glendale as a whole other Arizona.

Initial Concepts

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. 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 Glendale. All were designed to help them wear their brands like a second skin.

• Promote game time fun. “Fair catch” events in which fans try to catch a punt from players.“Football toss” events where fans sign up to test their passing accuracy on the field. Music events for tailgating fans. A Cardinals mobile museum and store for fans to see the history of the team and purchase merchandise.
  
  
• Celebrate antiques and crafts.Host an annual Heritage Festival dedicated to crafts and antiques. Hold the festival
  in the antique district and invite craftsmen from the state to showcase their crafts and
  skills. An “Unexpected Arizona” craft competition could be sponsored awarding
  prizes within several categories for the best-of-the-best in unique Arizona craft
  making (furniture, fabrics, etc.). Invite the Antiques Road Show to Glendale to
  broadcast a show during the event.
  
  
• Talk up the games. Glendale can garner a positive association with the sports teams by becoming the
  place people go to hear or see the games. For example:
  • Invite Sports Talk shows to host pre-game shows in Glendale. The Office of
    Tourism would provide set design for the show. This broadcast could also
    provide good exposure for the tailgating party.
  • Broadcast away games from the Civic Center. The City would provide the space,
    but an independent organization would host the event.
  • Place Glendale stuffers inside season ticket mail-outs promoting attractions, the
    tail-gating party, etc.