To kick off the Town of Oro Valley (OV) General Plan Update, the Town tasked Gordley Group with creating a brand that represented the Town's values and overall purpose and invited the OV community to engage and participate in the initiative. To begin, we worked with the Town's diverse advisory group to learn more about the Town. Through surveys and workshops, we discovered the plan's branding needed to invite collaboration and community, communicate accountability and celebrate residents’ love of their beautiful natural environment.
With this insight, we developed the initiative's name, "Oro Valley's Path Forward," and the tagline, "Planning Together for Our Future."
We explored various branding solutions and landed on the idea of a mosaic sun. OV is a community that appreciates public art and has many beautiful mosaics throughout the Town. The mosaic symbolizes community, the many individual pieces coming together to form one vision. The usage of the sun image not only represents the Sonoran Desert; it also communicates guidance, navigation and a bright future. The mosaic’s spiral was inspired by the petroglyphs found at Honey Bee Canyon Parkand represents the path of growth and success.
Expanding the brand beyond a name, tagline and logo, we developed an illustrative and artistic visual aesthetic that represents the nature and creative culture in Oro Valley. We combined illustration and local imagery to create an authentic Oro Valley brand.
Finally, we put the brand into action. To get the message out to the community and encourage participation, we developed numerous pieces of marketing collateral, including a video, indoor and outdoor signage, flyers and brochures, and various advertising and promotional items.