The team developed the AZUL brand, drawing on the project’s forward-thinking ambitions and local identity. The property name, AZUL, is a clear, short, memorable sound unique as a property name. It also has double meanings: it is the Spanish word for “blue” referencing clear blue skies and limitless opportunities available, and is a shortened form of ARIZONA UNLIMITED. The visual brand and the logo reflect the modern aesthetic and the beautiful blues prevalent in the region and are meant to inspire the imagination. Building on the brand’s momentum, Small Giants created a standout marketing campaign aimed at the tech industry.

The WTF (Write The Future) campaign combined aspirational messaging with bold visuals, highlighted with inspiring text: Be Fearless, Be Limitless, Be Legendary, capturing the attention of potential corporate tenants and stakeholders.

Beyond branding, Small Giants delivered various materials to support Baker’s outreach efforts. These included on-site fencing, a sleek brochure, a dynamic website, and a live-action video showcasing AZUL’s potential. The campaign also featured public relations efforts to amplify visibility within key markets, establishing AZUL as a compelling choice for innovative companies.