VALLEY OF THE SUN J REBRAND
Creating a visual identity that resonates with Scottsdale’s younger generations, while still honoring Valley of the Sun J’s rich history and longstanding community ties.
I was originally brought onto the marketing team at Valley of the Sun J (The J) as a graphic designer. I had the exciting opportunity alongside the Creative Director to design a full rebrand of the Valley of the Sun Jewish Community Center, a historic institution in Scottsdale that welcomes people of all beliefs and backgrounds.
At the time I joined the team, the existing branding was receiving negative feedback overall. Members felt that it was antiquated and didn’t represent The J’s strong history in Phoenix dating back to 1945.
My goal, along with the rest of the new marketing team, was to attract new members that would keep The J thriving for the next 15-20 years - a demographic that included new parents, young couples, and teens, while also creating an identity that feels like The Valley.
I suggested that we draw inspiration from Phoenix’s unique landscape and culture, incorporating color and texture that reflects the warmth, vibrancy, and natural beauty of The Valley.
I created a color palette inspired by the sun-dyed hues that I grew up seeing all around Arizona.
The gradient in the letter mark draws inspiration from the breathtaking sunrises.
The typography uses subtle, rough edges in the letters to emulate the surrounding dry, desert mountain ranges of The Valley.