Fresno California
Fresno County was stuck in an outdated image, desperately needing a complete refresh. They needed a new voice, tone, look, feel, and strategy—everything had to change. Here’s how we transformed their brand.
Refreshingly Real
For the traveler who is interested in escaping the crowds and chaos of the California beaches, Fresno County offers a unique California experience that we like to call “real California”. Fresno County isn’t commercialized or dressed up— it’s California without “the mouse”.
We don’t try to compete for attention related to major attractions, sandy beaches or luxurious getaways. Instead, we position ourselves as a basecamp for accessing the raw and beautiful heart of California. This is where you can access national parks and high mountain recreation in the Sierras in the morning and then bar hop and listen to live music downtown in the evening. This is where America’s food is grown and both its economic challenges and successes are on display.
Fresno County is raw and real, and we think there’s a special kind of beauty in that.
Behind the Logo
The Fresno County logo is rich in symbolism. The wordmark is shaped like the county itself, with stairs representing growth and opportunity. The primary icon features a sun rising over the Sierra Nevadas, with a diamond at its center, symbolizing Fresno as a ‘diamond in the rough.’ The three sun rays point toward the nearby national parks: Yosemite, Sequoia, and Kings Canyon.
