RESEARCH + STRATEGY
Timeless trumps trendy
During our site visit to Tempe, we interviewed local community members and residents to get a better feel for the city spirit. The surrounding Maple Ash neighborhood, with its historic character, was an inspiration for our insights. We learned that Millennial residents were craving authentic cultural experiences—unique gathering spaces and even pop-up opportunities. To appeal to our target audience, we knew we had to bring heart and soul to this brand rather than just add more noise to the faceless developments in Tempe.