September 4, 2013 — What does President Nixon’s wedding, the nation’s second largest holiday light display, and a Food Network cupcake champion all have in common? Besides the fact they all call Riverside home — they’re each radically unique.

And Agency|51 wanted to keep it that way.

Because in an area so diverse and rich with layers of landmark history, every side of Riverside deserves its own special attention. Classic, contemporary, cultural, culinary, and even competitive — there’s always something exciting to discover in Riverside.

And with an unprecedented investment into city infrastructure and renovation, there was no better time to completely rejuvenate Riverside. From the revamped Main Street Riverside to the new Riverside Convention Center to the expanded Fox Performing Arts Center, the $1.6 billion Riverside Renaissance represents a revolutionary growth for the city.

To capture this energy, Agency|51 collaborated with the Riverside Convention and Visitors Bureau to celebrate the city’s exhilarating mix of the historic and the happening with a refreshed brand identity, first articulated in an elegant logo and original tagline — a new ’side of classic California.

In addition, part of the brand development included a graphic style known as the “Cornerstone treatment” to embrace the city’s stunning architecture and timeless California craftsman-style heritage. 

With this well-defined brand, Riverside was ready to capitalize its remarkable transformation with an identity as captivating and enduring as its legendary history.

The results? Through the launch of various social media channels, a national advertising campaign, a new website, and a unique meeting planners guide, Riverside has attracted attention all across the country from visitors, meeting planners, and even hit shows like the Fireball Run AdventuRally and ABC’s Splash! Looks like success is really on our ’side.


For more info about this story or to let us help create yours, contact