As the creative director at Struck, Alexandra Fuller led a comprehensive rebranding initiative for Experience Scottsdale, the destination marketing organization (DMO) for Scottsdale, Arizona. The project began with extensive audience research and deep engagement with local stakeholders to understand perceptions and aspirations for the city. The research revealed a clear challenge: people who had never visited Scottsdale perceived it as too hot, too wild, and too rough, while those who had spent time there described it as lush, beautiful, and unexpectedly rejuvenating. Rather than sidestepping these contrasting views, the team embraced them, turning perceived negatives into strengths.

The result was a new brand position centered on "Effortless Revitalization," a concept that reframed Scottsdale's distinct desert setting as a place where travelers could recharge through a seamless blend of relaxation and adventure. This foundation led to a bold new campaign that leaned into the very traits skeptics questioned—heat, wildness, and desert remoteness—by confidently reclaiming them as what makes Scottsdale unlike anywhere else. The rebrand encompassed a fresh visual identity, an engaging advertising campaign, and a dynamic website designed to inspire potential visitors. Fuller presented the new brand at a live launch event attended by over 300 stakeholders, transforming initial skepticism into enthusiastic support. This experience underscores her expertise in navigating complex projects with diverse opinions, delivering cohesive and compelling brand transformations.