Uptown Tucson brand mark, a radiating gold U emblem on dark brown, brand identity by RSM Design

Tucson, Arizona

Uptown Tucson

A New Beacon for the Community of Tucson

Project type

Brand Development

Project sector

Mixed-Use Design Civic Design
Uptown Tucson dimensional signage on stone facade with corten steel fins and desert landscaping, environmental branding by RSM Design

Project info

Client Bourn Companies

A fusion of Tucson's pioneering spirit, iconic landscapes, and modern culture

Uptown Tucson is a mixed-use district that redefines the city's landscape, blending its pioneering spirit, iconic desert beauty, and contemporary urban culture. RSM Design's brand vision and identity work shaped a district that harmonizes urban sophistication with the ease and warmth of a resort-style village, dynamic in energy, elevated in execution, timeless in its foundation, vibrant in spirit, and unexpected in the way it brings resort-style ease to an urban setting. RSM Design's scope includes creating a brand vision and identity that reflects this convergence of contrasts: urban yet relaxed, resort-like yet community-driven, locally rooted yet appealing to a national audience. Uptown Tucson is positioned as a transformative force within the market, embodying the next chapter of Tucson's evolution, capturing the energy of new development while honoring the city's enduring charm. It speaks to a forward-looking community while remaining grounded in the textures, stories, and spirit that make Tucson distinct.

Uptown Tucson brand identity mood board, showing logo lockups, the tagline A New Beacon for Tucson, and a fashion-forward campaign photo in a diamond frame, branding by RSM Design
Uptown Tucson brand identity mood board, showing logo lockups, the tagline A New Beacon for Tucson, and a fashion-forward campaign photo in a diamond frame, branding by RSM Design
Uptown Tucson brand identity mood board, showing logo lockups, the tagline A New Beacon for Tucson, and a fashion-forward campaign photo in a diamond frame, branding by RSM Design

Vision

An urban resort village that honors Tucson's timeless charm while defining a new destination for the city.

Uptown Tucson Website
Uptown Tucson courtyard rendering with shops, string lights, and outdoor seating beneath desert trees, placemaking by RSM Design
Uptown Tucson logo embroidered on white fabric, close-up brand application, branding by RSM Design
Friends sharing pizza and drinks on an outdoor patio at Uptown Tucson
Lifestyle mood board for Uptown Tucson, showing poolside cocktails, yoga, a woman laughing in a convertible, guitar detail, cactus close-up, and sun hat portrait

Brand Guidelines

Brand guidelines give a brand structure, allowing it to thrive well beyond its conception. RSM Design developed a comprehensive brand guidelines book for Uptown Tucson.

Service Brand Development
Uptown Tucson brand standards manual pages showing logo variations, color palette, clear space, and typography guidelines, branding by RSM Design
Uptown Tucson brand pillars presentation slide with four photos, mirrored art columns, shoppers on a sidewalk, a woman by a mural, and an aerial plaza view, branding by RSM Design
Close-up detail of agave plant leaves in soft green tones
Uptown Tucson street pole banners reading Crafted for People to Thrive alongside the U emblem, environmental branding by RSM Design
Three phone mockups of Uptown Tucson mobile screens, showing the tagline A New Beacon for Tucson, a lifestyle photo collage, and the U emblem logo screen, digital branding by RSM Design
Uptown Tucson business card design, front with U emblem on dark brown and back with staff contact details, collateral design by RSM Design
Uptown Tucson tote bag with repeating U emblem pattern in red, holding magazines, brand pattern design by RSM Design
Repeating geometric sunburst pattern in tan tones, Uptown Tucson brand graphic by RSM Design
Repeating geometric sunburst pattern in cream on red, Uptown Tucson brand graphic by RSM Design
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PATTERNING

Inspired by the Tucson sun and the desert motifs, RSM Design developed a series of custom patterns to go along with the Uptown Tucson brand.

Repeating woven ribbon pattern in green on cream, Uptown Tucson brand graphic by RSM Design
Abstract angled color field pattern in red and terracotta tones, Uptown Tucson brand graphic by RSM Design
Repeating interlocking circle pattern in gold on cream, Uptown Tucson brand graphic by RSM Design
Repeating U emblem pattern in red tones with one cream highlight, Uptown Tucson brand graphic by RSM Design
Uptown Tucson arched monument sign with dimensional U emblem along a desert walkway, environmental branding by RSM Design
Detail of a carved bronze entry door with a radial sunburst pattern and brass ring handles

The RSM Design team drew inspiration from artisanal, radial carving details, along with the sun-soaked colors and textures found throughout the desert landscape.

Service Environmental Graphic Design
Aerial rendering of Uptown Tucson mixed-use development with retail, office buildings, and parking against a desert mountain backdrop, placemaking by RSM Design

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