### New Identity for Arizona's Most Culturally Diverse City

After 13 years of “Refreshingly Tempe,” the destination marketing organization set out to capture the city's dynamic evolution, diversity, and welcoming spirit. Attic Salt created a new identity for Tempe that honors its heritage while preparing it for future growth. We embarked on a full rebrand, collaboratively building a new brand strategy, flexible design system, and web experience for the tourism authority. The new brand balances tradition and innovation, setting the foundation for Tempe’s continued transformation.

By: Katie DeFeo, SunWest Credit Union

We partnered with Attic Salt to evolve our brand, and what we’ve built together has become a defining part of how we show up and where we’re headed. Since July 2025, Attic Salt has operated as a true extension of our team. They took the time to understand our vision, our market, and the standard we were setting for ourselves, then helped us move faster and think bigger without losing focus on what matters most. We came in with a clear intention to stand apart in an industry that often defaults to safe and familiar. Attic Salt leaned into that with us. They brought the right level of challenge, pushing us to stay bold, make confident decisions, and follow through on the kind of brand we said we wanted to build. That alignment has been critical. As the partnership evolved, so did the scope. What started as a rebrand grew into a full transformation across our website, photography, animation, and the evolution of our youth mascot into something that feels relevant, modern, and built for the next generation. There’s a level of consistency and intentionality across everything they’ve delivered that’s hard to find. Throughout it all, they’ve navigated shifting priorities, expanded expectations, and real budget considerations with professionalism and focus. Their team is collaborative, responsive, and highly effective at turning feedback into forward progress. There’s a strong sense of momentum in the way they work, which has made a meaningful impact on our ability to execute. With 15 years of experience in marketing, brand, and member experience, I’ve worked with a number of agencies. It’s rare to find a partner that operates at this level and contributes in a way that truly influences the trajectory of an organization. Katie DeFeo VP & Chief Experience Officer SunWest Credit Union I oversee marketing, brand, digital experience, branches, contact center, and the overall member experience. This work is foundational to how we compete and grow, and Attic Salt has played a significant role in helping us build it the right way.

By: Kay Diggs, Tappetite

Working with Attic Salt on my brand's identity has been the best experience since starting my business. They were one of the few who delivered on every promise, everytime, with attention to every single detail.

By: Brandi Eppolito, Propello

From the logo to language and beyond, we loved everything they created for us. Attic Salt kicks ass!!

By: Angeline Noble, Edustaff

Going through the full rebranding process has been the biggest and most challenging process during my career at Edustaff. The Attic Salt team made the transition smooth and seamless, giving our brand the sophisticated facelift it needed. We are so grateful to Attic Salt for helping us on this journey.