Florence Community Branding Project - It’s a Western State of Mind
“Beyond Old Historic Downtown and the ranches and farms of Florence, the north and south buttes reflect brilliant shades of orange and yellow across expansive open space as the sun rises and sets each day. This is a special town where people respect one another and cherish their traditions - where you can feel safe and will always be welcome.”
The Florence Chamber of Commerce, in partnership with Local First Arizona and the Arizona Office of Tourism, gathered local residents and business owners to collectively create a community brand. This brand will represent the Florence business community and be utilized to promote events and other local activities. Community members who were a part of the meetings were there to be the most authentic voice for Florence. The group provided invaluable information about the history of the region, what makes Florence so special, colors that best represent their town, and more. This input helped to ensure that the final brand outcome would be representative of the community, its residents, and its businesses.
Florence is a town built on grit and determination, and through conversations with the community members, this quickly became the inspiration behind the brand.
Florence is a melting pot of people and a place with so much beauty both in and around the surrounding desert and mountains. Visitors often come to Florence for one of their many events which range from car shows to rodeos and music festivals. Businesses and the community are welcoming of guests and invite them to explore the many shops, restaurants, wineries, historic sites, outdoor adventures, and more.
“Florence was originally an outpost, where the Gila River fed the farms of both tribal ancestors and farmers who cultivated the lands. Today, it is a melting pot where cowboys, ranchers, dreamers, builders, and artists come to be a part of something bigger than themselves.”
“From the time that we convened the first community meeting, I knew that the outcome of this project would be special. Florence is a town with so much heart and a fierce determination to see their beautiful, historic home thriving again as it has for generations.”
The Florence Chamber of Commerce and design firm, Dog Cat Mouse Media are already utilizing the new brand in partnership with the Town as they work to market upcoming Fourth of July festivities. They will also be re-branding their website to include the new look along with the tagline and some other exciting features!
