The Objective
I had the exciting opportunity to lead the complete rebranding of the Valley of the Sun Jewish Community Center, a historic institution in Scottsdale. The project aimed to elevate the brand and create a visual identity that resonated with a new demographic—Scottsdale’s younger generation, specifically new parents, young couples, and teens—while still honoring the center's rich history and longstanding community ties.
The Process
Through a comprehensive redesign of their logo, brand guidelines, and visual assets, I drew inspiration from the distinctive landscape and culture of the Phoenix metro area, incorporating elements that reflect the warmth, vibrancy, and natural beauty of The Valley.
The Intention
Now referred to as Valley of the Sun J, I designed a logo that allows for placement on horizontal and vertical products with color options for light and dark backgrounds.
The color palette reflects the sun-dyed hues found throughout the city, while the gradient draws inspiration from the breathtaking sunrises. As for the typography, the subtle, rugged edges evoke the surrounding mountain ranges of The Valley.
The Result
Overall, I’ve successfully elevated their brand image to better reflect the quality of their multi-million-dollar facility, top-tier amenities, and thriving community of members.
