When your venue hosts everything from horse shows to high-end auctions, your brand has to keep up. WestWorld of Scottsdale, an institution known for its equestrian roots, was ready for a transformation that honored its heritage while embracing its full potential. The James Agency partnered with the City of Scottsdale to reposition WestWorld as a venue for all. From branding to web, our strategy focused on showing off WestWorld’s year-round roster of world-class events. We uncovered the “middle ground and gap”—a space where the public only knew part of the story. The new brand identity (logo, messaging and visuals) bridged that gap by pairing WestWorld’s classic cowboy grit with civic polish. We then turned the spotlight to the website—streamlining the user experience, elevating the design and giving the city a digital presence to be proud of.