Rebranding 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, web experience, and ad campaigns for the tourism authority. The new brand balances tradition and innovation, setting the foundation for Tempe’s continued transformation.