Asian District Mesa

Mission Objective

Brand a region in the city and work with a diverse group of constituents with varied objectives.

1 Goals

EMOTIONALLY ENGAGED
BRANDING DISCOVERY

Uncover the key emotional aspirations of the various stakeholders.

NAMING AND POSITIONING

Define a name and brand positioning to serve as a foundation for growth.

BRAND UNIFICATION

Integrate insights and brand recommendations that embraced areas of collaboration.

2 Strategy

Partner with Mesa’s Office of Economic Development, a steering committee,
local community leaders, and business owners to create a qualitative and
quantitative discovery plan to analyze functional and emotional needs,
develop naming options, and recommend a design.

Create brand positioning around the emotional and universal need for belonging through culture, community, and commerce in the area.

Leverage the city’s database to host focus group sessions, conduct customer intercepts and in-depth interviews, and develop and distribute an online survey to over 1,000 respondents.

3 Outcomes

A STRONG FOUNDATION

Asian District Mesa, AZ was selected as the new brand and was featured in the mayor’s State of the City address.

UNIFIED IDENTITY

A unified community group has been created to bring the branding to life through signage, a web presence, and events.

I had the pleasure of working with the moonshot 11 team on the rebranding of the Asian District in Mesa, AZ. Their approach is truly fascinating and very sincere. It was a delight to work with true professionals, who actually care about their client. I give them my highest recommendation and look forward to working with them again.

Vic J. Reid

CEO, Asian Chamber Inc.