Where Old Tracks Break New Trails

Project Mission: Identify and archive the Marana area’s most important natural and cultural assets

Project Method: To distinguish the Marana community from its large metro neighbor to the south, Tucson, WestWordVision mined the community’s collective knowledge through group facilitations, one-on-one interviews with a wide variety of community members and independent research.

Agency Insight: WestWordVision recognized six defining character traits and captured them in a booklet Where Old Tracks Break New Trails that is attracting new business and informing newcomers about Marana’s unique personality. We identified and showcased 50 distinctive cultural sites that have shaped the town in Pioneering People on a Corridor of Change, an historical narrative, a series of inspirational short stories, and a guide to the community. WestWordVision also realized that Marana’s superior geographic location along an active trade route is a major asset, as is their rural, open preserved landscape. And, we encouraged Marana to seize a promising opportunity and become a living repository of American Western heritage and rural sensibilities, a destination within reach but separate from Arizona’s two largest urban centers.

Project Deliverables: Strategic plan, character profile, contextual relevance, tagline, new print collateral