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Case Study – GYEDC.

Brand Foundation Refresh for Enterprise Site Selectors and Investors

GYEDC is in the business of attracting serious opportunity to Yuma County, and that means their brand has to feel as credible as the conversations they are leading.
During a leadership transition, their messaging and visuals were not always landing with one consistent voice. The logo no longer felt in line with their modern image, and they felt boxed in due to its lack of flexibility.
They also needed to step forward as GYEDC for a more unifed and inclusive identity, while still protecting the trust and equity attached to their full name that they had already earned.
We built a modern brand foundation that made their story easier to tell and trust, whether the audience is local partners or enterprise decision-makers.

The Moment It Clicked

Together we realized it was about more than fixing up the old logo.

When we sat down to map how GYEDC needed to show up going forward, the gap was clear: they had strong momentum, but the brand elements were not speaking the same language when they weren’t there to represent them. Consistency was the key.

What We Protected

  • The legacy and trust GYEDC had already built in the region
  • Credibility with enterprise companies, investors, and site selectors
  • Existing equity in the name and reputation, even while shifting toward “GYEDC” in daily use

Approach

Building on a solid foundation of trust:

  1. Align the direction so the brand reflects the future without breaking what already works
  2. Build the logo system for real-world usage across formats and vendors
  3. Lock in the foundation with a comprehensive brand guide, voice, and visual toolkit
  4. Deploy confidently through collateral and environmental applications

Deliverables

The brand needed to work for them. They needed a foundation that could hold up across every platform and every audience, with direction clear enough that the brand stays consistent no matter who was presenting it or where.
Executive Summary

  • Complete logo system: primary, alternate, mark, one-color, white version, file formats, usage guidance
  • 56-page Brand Guide (print and PDF)
  • Brand voice and messaging direction
  • Typography guidelines
  • Co-branding guidelines
  • Custom industry icon set (13 icons)
  • Color palette and application guidance
  • Rollout collateral: business cards, stationery, thank you card, name badges, step-and-repeat, tablecloth, and additional supporting materials (roughly a dozen total)

Constraints We Worked Within

  • Preserve legacy colors while expanding into a palette that reflects the community
  • Keep a clear emphasis on the “Y” and regional identity
  • Ensure the logo works everywhere, from small print to large environmental pieces
  • Board approval process and stakeholder alignment

Results in Two Lanes

Business Outcome

  • Stronger storytelling and a clearer public presence
  • Higher perceived value and credibility in communications
  • Award-winning momentum in their broader communication efforts (including national awards for videos produced by others)

Practical Outcome

  • Consistent look across touchpoints
  • Cleaner rollout and easier adoption across the organization
  • Team alignment, so future content does not drift off-brand

Before / After / And Beyond

Before: The brand felt blocky, dated, and more authoritative than approachable, with inconsistent messaging and visuals across assets.
After: A fluid, modern identity system built for credibility, clarity, and repeatability. Became a true cornerstone of their brand.
And Beyond: 56-page brand guide, 13 custom icons, a full suite of updated materials, and direct client feedback that the work is actively supporting the organization’s goals.

Client Feedback

“Over the past year, working alongside the incredibly talented team at Imaginary Friends and collaborating closely with our CEO, Greg LaVann, we developed a brand system that not only looks professional and modern but tells a clear, consistent story about who we are.”
“Imaginary Friends is the GO TO place for branding in Yuma, County. The team’s knowledge and expertise were next level. My company now has a beautiful and cohesive brand that is taking our marketing efforts to new levels.”
– Lyndsay Wisneski , CMO at GYEDC

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You do not have to guess your way through marketing. Whether you are building from the ground up or refining what you already have, we will help you create a brand that feels right, works hard, and stands out for all the right reasons.

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