City of Sunland Park, NM

Sunland Park is uniquely located in a tri-border area of Texas; New Mexico; and Juarez, Mexico. Community leaders wanted a community brand that would evolve as they build a unique destination. Bandwagon brought their vibrant culture to life with a cohesive brand.

Community Branding

After a comprehensive research phase that concluded with Bandwagon’s findings in an 80-page report, we developed two mood boards based on the research. The two mood boards were similar as there was one prevailing visual aesthetic for Sunland Park. Located in southern New Mexico, this community is more influenced by Northern Mexico than Northern New Mexico.

Therefore, the cultural aspects that influence the brand are more Mexican than New Mexican. After the mood boards were approved, logo concepts were painted by an illustrator from Mexico City with knowledge of Mexican typography. These hand painted illustrations were refined and developed into a few select logo concepts. Once the final logo was chosen, the process concluded with the development of a brand style guide, vacation guide, and more.

Mood Boards

Logo Illustration

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Logo Concepts

Many logo concepts were tested via a survey, and these three performed the highest. The survey respondents were from Sunland Park’s target markets and pre-qualified as frequent travelers, especially those who prefer road trips.


Final Logo



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