The Southwest Folklife Alliance has recently formed out of a desire to broaden the mission of Tucson Meet Yourself to make a larger impact throughout the year. One purpose of the Alliance is to emphasize the connection between heritage and economic and social development. The Alliance will offer several programs, including grant opportunities for masters of traditional arts, consultation services for diversity training, and training for “citizen folklorists” who wish to research and archive cultural knowledge. The establishment of the Alliance will result in cultural programming and events that will help the mission of Tucson Meet Yourself reverberate through the year.
To help develop an identity for the Southwest Folklife Alliance, JRC along with The DJB Group, worked with several logo concepts, including one that was very similar to Tucson Meet Yourself. The SFA board chose a distinctive direction – an icon that represents a sun and compass highlighting the Southwest as a location. Rich green, brown, and orange colors were used to create a dynamic southwest palette but also represent a global perspective. JRC created materials for the October 1 launch and is currently developing the website.