When the Phoenix Office of Arts and Culture launched ¡Sombra! Experiments in Shade, they set out to tackle one of the city’s most pressing challenges: extreme urban heat. Funded in part by a $1 million grant from Bloomberg Philanthropies’ Public Art Challenge, the project invited artists to explore innovative shading solutions that bring both beauty and relief to public spaces. To amplify the initiative, the City of Phoenix partnered with Audience Magnets to craft and execute a strategic marketing, PR and advertising campaign. The result was a multimedia campaign that transformed ¡Sombra! from a local art project into a national climate and art story.​​​

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Because the installations were temporary, messaging focused on experimentation. ¡Sombra! Experiments in Shade was a signal to the public that the city was exploring new possibilities. Audience Magnets developed a comprehensive brand system centered around a modern logo, inspired by contemporary desert hues to evoke both heat and cooling. Gradients reinforced the theme of rising and falling temperatures, while contour lines suggested topographic maps and heat index studies, adding depth to the visual identity. The Phoenix Arts and Culture Department embraced the concept wholeheartedly, which we brought to life through branded signage, merchandise, billboards, and a high-profile, wrapped light rail train.​​