Gateways to new experiences. Bridges between cultures, ideas and communities. Invitations to explore, engage and connect. Placemaking is full of this language, but it’s just not specific enough. Tempe Tourism’s strategy and new visual identity hinge on these familiar ideas.

The accompanying TT Bridge brand mark, however, is a nifty little asset. It works for locals, referencing the historic Mill Avenue Bridge and the water below, and slots neatly into a visual identity of windows and arches that tells a bigger story to potential visitors. The win is in the confluence of bridge and Ts, name and landmark. It’s distinctive and scales well.