Branding for Your City’s Goal: Lessons from Three Arizona Towns23 min read

Your city has a story. The question is: are you the one telling it? And if you’re not, who is?

Right now, someone’s forming an opinion about your town. Maybe they’re scrolling past it on a map, deciding whether to stop for lunch or keep driving. Maybe they’re a business owner weighing whether your community is worth the investment. Or maybe they’re a longtime resident who can’t quite put into words why they stay—or why they’re thinking about leaving.

It’s a hard truth to face, but if you’re not actively shaping the story of your city, it’s being written by outdated perceptions, the slogan on your welcome sign that’s been there since 1978, and yes, by that one viral complaint on social media. (You know the one.)

We’ve worked with cities across Arizona that decided to stop letting their brand happen by accident. 

In this post, we’re pulling back the curtain on three recent city branding projects: Safford, Holbrook, and Chino Valley.

Each one took a different approach based on their unique challenges and goals. But they all started with the same realization: if we don’t define our brand, someone else will (and we probably won’t like what they say).

Let’s dig in. 

City of Safford: Letting the Community Design Their Own Identity

When the City of Safford decided it was time for a new logo, they faced a challenge many municipalities encounter: how do you create a visual identity that truly represents a diverse community?

Our answer? Ask them.

The Survey-First Approach

Before any design work began, we deployed a community survey asking residents what they associated with Safford. The responses were remarkably consistent.

“The mountains say everything. They surround us, define us, and inspire us,” one resident shared. Another urged: “Use natural colors. Reflect the sunsets, the skies, the land.”

Mount Graham emerged as the defining visual element. The color preferences were equally clear: blue, white, turquoise, and earth tones.

From Data to Design Direction

We translated community feedback into design principles, creating a direct connection between resident input and professional design standards:

Residents said: Mount Graham is a defining symbol
Design principle: Iconic landmarks build instant regional recognition

Residents said: Natural, calming tones
Design principle: Natural color palettes promote trust and timelessness

“I’m super proud of the survey section in this one,” said Michelle Blackard, Senior Creator at Mountain Mojo Group. And with good reason.

By starting with community input, the logo wouldn’t have to emerge from a designer’s imagination alone. Instead, it would reflect what Safford’s residents already knew about their city. The survey created buy-in from the start because residents could see their own words in the design direction.

The City of Safford is currently working through the final design selection process. We’re excited to unveil the new logo soon—stay tuned to see how community voice became community brand.

City of Holbrook: Building a Strategic Foundation for Growth

When the City of Holbrook approached us, they were facing a challenge common to many small municipalities: an identity crisis and unclear path forward for growth.

The Challenge

Holbrook needed to unify its city branding, increase tourism, attract new businesses, and promote community engagement. But they lacked a cohesive strategy to achieve these interconnected goals.

Understanding Your Audience’s Story

Effective branding starts with understanding whose story you’re entering. We didn’t jump straight to tactics. Instead, we invested significant time understanding Holbrook’s unique position. We conducted extensive research into who lives in Holbrook, who visits, and why. 

“I really liked how we broke down our research into residents and tourists,” Michelle explains about defining the city’s target audience from a story-focused lens. “I wanted their team to have a better understanding of how to communicate and engage each persona.”

We created detailed personas, from the high school teacher invested in her community’s future to the international travel photographer seeking authentic Route 66 experiences to the small business owner looking for a supportive place to grow.

For each persona, we mapped out their complete story: What problem are they trying to solve? What does success look like? How can Holbrook help them get there?

The Strategic Framework

We developed three distinct campaign concepts, each targeting different aspects of Holbrook’s goals:

“We Are Holbrook” celebrated the diversity and community spirit that make the town unique, positioning Holbrook as a place where everyone belongs.

“Route 66, Revved & Ready” highlighted Holbrook’s blend of historic charm and modern attractions, appealing to tourists seeking authentic Southwest experiences.

“Homegrown Holbrook” focused on community collaboration and grassroots growth, empowering residents and business owners to shape the town’s future.

Each campaign included detailed tactics, budget recommendations, content calendars, and clear KPIs, giving Holbrook leadership a complete roadmap for execution.

The Impact

We equipped Holbrook with a comprehensive strategic framework: brand voice guidelines, aspirational identity statements, value propositions, detailed campaign plans with tactics and timelines, and even an annual planning template. Everything needed to maintain consistent, effective marketing over time.

The strategy provided clarity not just on what to say, but why it matters to each specific audience.

By understanding each persona’s goals, Holbrook could position itself as the guide to help them succeed, whether that’s finding an authentic travel experience, building a thriving business, or raising a family in a connected community.

Town of Chino Valley: Arizona’s Undiscovered Outdoor Playground

When the Town of Chino Valley partnered with us, they weren’t just looking for a logo or tagline. They needed to capture their identity as Arizona’s hidden outdoor gem, a place where adventure meets breathing room.

The Challenge

Here’s the thing about being next door to Prescott and Sedona: everyone’s driving through your town on their way somewhere else.

Visitors were already passing through, but few realized what Chino Valley had to offer: scenic trails, open skies, welcoming locals, and a growing community of outdoor enthusiasts. The town needed a brand identity that would make people stop, not just pass by, without losing its down-to-earth character.

Understanding the Audience

Our research revealed a shifting travel landscape. Camping and outdoor recreation are attracting higher-income, experience-driven travelers, particularly Millennials and Gen X families from Phoenix. These audiences crave authentic, nature-connected escapes where they can unplug or work remotely surrounded by beauty.

Survey insights backed this up. More than half of Chino Valley’s visitors are over 45, seeking comfort and a stress-free adventure. Younger travelers are drawn to UTV trails, camping, and local dining. Both groups want space without crowds and community without commercialization.

In other words, they want exactly what Chino Valley already is.

Building the Brand Foundation

We built Chino Valley’s brand around three clear pillars:

Off the Beaten Path: Laid-back, less crowded, full of outdoor exploration.

Epic Scenery: Rolling hills, dark skies, and views that feel both vast and personal.

One-Stop Stay: From trails to taverns, a welcoming community where every visitor feels like a local.

The Strategy in Action

We developed campaign concepts that spoke to different audiences:

“Paved Roads Are Overrated” for off-road adventure seekers

“Your Outdoor Playground” for families looking for their next adventure

“All Sky, No Crowd” for anyone craving open space and tranquility

These directions position Chino Valley not as a competitor to nearby destinations, but as the complementary alternative. The place travelers didn’t know they were missing.

The Lasting Impact

Chino Valley’s new brand gives the town the tools to own its story: a cohesive voice, consistent message, and a clear identity. The work establishes Chino Valley as “Arizona’s Outdoor Fun Place,” a destination that’s genuine, adventurous, and ready to welcome visitors who value open spaces and fresh air over crowds.

Your City Branding Checklist: Where Does Your Town Stand?

Whether you’re just starting to think about your city’s brand or you’re ready for a refresh, here’s where to focus your energy:

Define Your Foundation

What’s your vision for the community? What values guide your decisions? What personality should your brand reflect? These aren’t just feel-good exercises. They’re the framework that keeps every decision aligned.

Create a Clear Identity

Your logo, tagline, and brand voice should work together, not compete. And they should be distinct enough that residents recognize them instantly.

Understand Your Audience

Who are you actually trying to reach? Tourists? New residents? Business owners? You can’t speak to everyone the same way. Use personas, data, and community input to get specific.

Build Your Value Proposition

What makes your town different? Not “we have great people” different. Actually different. What experiences can visitors only have here? What proof points back up your claims?

Ensure Consistency Across Touchpoints

Your website, social media, signage, events, and even how your staff answers the phone should all feel like they’re coming from the same place. Inconsistency kills trust faster than a bad logo ever could.

Measure & Evolve

Set clear KPIs. Track them. Gather feedback from residents and visitors. And plan to refresh your brand every few years as your community grows and changes.

The Bottom Line

City branding isn’t a luxury reserved for tourism hotspots with big budgets. It’s how you take control of your story before someone else writes it for you.

We’ve seen it work in Safford, where community voice became community brand. In Holbrook, where understanding audience stories created a roadmap for growth. And in Chino Valley, where owning their identity as the undiscovered gem positioned them as the alternative travelers didn’t know they needed.

Your city has a story worth telling. The question is: are you telling the right one? 

Let’s build a brand that works for your community’s future. Connect with Mountain Mojo Group to start the conversation.