Centrally located between Phoenix and Tucson, the Central Arizona Regional Economic Development Foundation is the economic development authority that attracts/expands businesses in Pinal County. First thing we did was change their name. After intense strategic planning—field research, one-on-one interviews, and focused workshops—we determined their main brand asset was access (transportation, utilities, commercial properties, and tax & incentives). Hence, we named them Access Arizona™. To accentuate access, we created a mark that combined the double A monogram with directional arrows. We picked the brand colors Access Orange to represent the Arizona Sunrise, and Steel Grey to represent industry. As we roll out the brand, we will be hitting Access Arizona’s target industry clusters: agriculture, manufacturing, logistics, and aerospace & aviation. So be on the lookout as more will be posted soon.