‘Working together to be a place where
you Find Your Joy’
In today’s brand-driving world, it’s imperative that a community has a clearly defined and well-recognized brand just like Nike, Google, and Apple. People seek out what they know. When an individual is looking for a place to live, work, play or stay, the more he or she understands the benefits and experiences a community provides, the more likely they are to seek out that destination.
To ensure there is a clear understanding of what McKinley County offers, McKinley County administration has developed a bold, new community brand. Following extensive research and soliciting a wide range of input from residents, businesses and organizations, McKinley County announced the launch of the Find Your Joy brand on May 7. The essence of the brand is that McKinley County is a place that delivers rewarding experiences to lift the spirit. This brand promise relates to all aspects of life in the area for both residents and visitors with an initial emphasis on tourism and outdoor recreation.
“We are excited to begin launching the McKinley County Find Your Joy brand and look forward to creating greater awareness throughout the community,” McKinley County Manager Anthony Dimas, Jr. said. “We strongly believe that McKinley County is a place that delivers experiences that lift your spirit.”
As part of the branding initiative, a new McKinley County Find Your Joy brand logo was designed and draws inspiration from the community’s location and rich cultural history. The logo calls for people to Find Your Joy, with a northwest-pointing compass as the main design element. The interior compass motif is quite special as it boasts the New Mexico border in the interior shape. Additionally, in Navajo culture, the number four holds great significance such as the four directions. The directions are often represented by colors — the same represented in the logo: white shell (east), turquoise (south), yellow abalone (west) and jet black (north).
McKinley County has been working with the North New Mexico Council of Governments and the Once a Day Marketing to develop a positioning that incapsulates what the county stands for now and how the region would like to be perceived in the future. It relates to regional tourism and outdoor recreation opportunities but also that McKinley County is a great place to own and operate a business.
“For those seeking opportunities to grow in a community where you can Find Your Joy no matter your area of interest, McKinley County is the ideal place to start or relocate your family and your business,” Evan Williams, Executive Director of the Northwest New Mexico Council of Governments, said.
McKinley County offers outstanding outdoor amenities paired with history, culture, art, Route 66, and gateway to the Zuni Mountains. The region provides remarkable, varied, accessible and uncrowded tourism and outdoor recreation offerings seamlessly blended with rich cultural heritages so individuals can enjoy memorable cultural experiences together with incomparable outdoor recreation adventures that will lift their spirits.
“The Chamber is ready to embrace the Find Your Joy brand and work with the county and City of Gallup to ensure that our region is well understood in terms of tourism, outdoor recreation, and economic development,” Bill Lee, Gallup McKinley County Chamber of Commerce CEO, said.
Building on the excitement and momentum of the Find Your launch, McKinley County, NWNMCOG, Gallup McKinley County Chamber of Commerce, and other regional partners will continue to work together to ensure residents, businesses, organizations, and visitors understand the mindset of the brand and encourage all to provide rewarding experiences that lift one’s spirit.
To learn more about the brand, contact Brian Money, McKinley County’s Deputy County Manager, at (505) 863-1400 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it .
Staff Reports
