Presentation

Mesa Branding Plan Update
Jaye O’Donnell, Economic Development Director
Casey Blake, Director of Communications
Jason Hackett, HAPI
May 28, 2026

Background
Council provided direction in October to update the City’s 
branding strategy
Additional feedback provided during the February Strategic 
Planning Retreat
Today’s presentation provides an update on the proposed 
approach, partner and next steps

What this is not
Not a new logo initiative
Not a complete rebrand of the City
Not a separate identity for individual districts or areas

What this is
Better understanding of how Mesa is perceived
Defining a clear and cohesive citywide identity
Creating a strategic foundation for future initiatives, including 
Community Character Plans and the Mesa Placemaking Playbook
Modernizing and aligning the City’s brand strategy, messaging 
and visual identity

Why this matters

Deliverables
6

Introducing HAPI
Jason Hackett + Danny Stoeller

What’s next? 
Finalize scope and contract
Begin stakeholder engagement
Conduct research and perception analysis
Return to Council with progress updates and recommendations

Questions

Budget
$55k
Pending final scope
May adjust pending focus group additions