How the Town of Marana projects itself is much more than aesthetics. The Town’s brand represents its residents and how they feel about their community. A year ago, Marana adopted the “YOUR TOWN” brand to emphasize Marana’s inclusive character. This month, the International City/County Management Association recognized these efforts by highlighting the brand.
Putting Out the Welcome Mat
Marana, Arizona (population 42,000)
This town wanted to establish a brand that made people feel welcome. A staff team chose “Your Town” to make it relatable to anyone who lives, works, or even visits the community.
Focused on five themes of the town’s strategic plan—commerce, community, heritage, innovation, and recreation—staff developed story lines around how these focus areas weave together and build a composite picture of the place, the people, and the city’s purpose.
The visual aspect of the project is simple, but stunning. Staff produced street banners, print advertisements, and videos. The brand was incorporated into social media and the town website to reflect the unique nature of this southern Arizona community (visit wwww.marana.com).
-Karen Thoreson, Public Management, September 2015
The Town is honored for the recognition, and the creative team isn’t done yet.
“We’re always looking for innovative ways to engage with the residents of Marana,” says Town Graphic Designer Ramon Armenta.
Whether that engagement occurs through street banners, online, or somewhere in between, the Town is always seeking to ensure that residents don’t just see the brand, but actively see themselves in the brand as well.