Brand Story

More than a place, Dallas is a state of mind, a soul-stirring idea of boundless potential that throughout its history has inspired the world. Today, that story is as relevant and energizing as ever, and demands to be shared in a uniquely iconic way.

The Process
By The Numbers
City of Dallas

With this belief in our hearts, Visit Dallas has taken the lead in creating a unified, enduring brand identity to build equity and interest in Dallas as a world-class destination. Our brand is our chance to share our story, our way. It gives people a way to connect and identify on a deeper level with Dallas and share that connection with others.

The vision for this new destination brand is larger than Visit Dallas alone. The goal is to create a competitive positioning platform that can be adopted citywide. It’s the first step in how we share the powerful energy and welcoming authenticity of Dallas wherever and whenever our story is told.

The Process

We started by appointing a committee of a diverse set of stakeholders who represented economic development, our visitor economy and business community. They have been our champions and counselors along the way.

In Summer 2022, after a thorough RFP, the committee selected Vision Collab, an alliance of four independent agencies, who conducted in-depth research and developed the platform that will bring Dallas’s new brand to life. Then, we really got to work.

Initial analysis included a series of stakeholder interviews and an immersive in-market familiarization tour, all in an effort to discover what makes Dallas, Dallas.

By The Numbers

QUALITATIVE RESEARCH

1,500+ Survey Respondents
31 One-on-One Stakeholder Interviews
8 Qualitative Focus Groups
3 Customer Advisory Board Groups
3 Brand Workshops Comprised of 49 Passionate Dallasites

QUANTITATIVE RESEARCH

14 Consumer Focus Groups
7 National Markets
4 Local Focus Groups
3 Customer Advisory Board Groups
1 National Study

Be Part Of The Excitement

Submit the form below to be alerted on how you can help rally the local community and launch the new Dallas brand.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.