The Town of Oro Valley wanted to create a distinct, strong and recognizable brand identity, positioning statement and message to build awareness of the Town’s major points of differentiation and support economic development. A workshop with key Town staff and a focus group with representatives from key local organizations were supplemented with an online survey to garner community understanding and support. We created the Town’s new tagline, “it’s in our nature,” and developed templates for marketing materials and advertising, which included ads that targeted attracting businesses, visitors and residents, while using the same cohesive brand identity. The successful branding of the Town of Oro Valley was utilized when we were subsequently selected to plan and implement the public participation process for updating the Town’s general plan.