New Brand Reflects REAL Spirit of Business Support Group


A rural Oregon business development group prefers working in person rather than through automated systems. This authentic, individual approach is such a priority that they renamed their organization with the acronym REAL.

Rural Economic Alliance (REAL) is a resource for entrepreneurs, existing businesses and prospective businesses in Linn and Benton counties in western Oregon. REAL promotes economic development in the region and connects people with information to grow their businesses.

JayRay led the rebranding effort for the former Mid Valley Partners. We conducted three in-person brand workshops and several virtual meetings with REAL members to uncover their brand, select their new name and design their visual identity.

REAL’s new website also launched with the new name and brand. JayRay designed the site and developed the content to showcase the ease and benefits of working with the REAL team.

REAL elected its new name, in part, because of the acronym.

“When you do business in Linn and Benton counties you are working with REAL people in REAL communities doing REAL business,” said Hilary Norton, city administrator of partner city Halsey, Oregon. “In bigger cities when you look for help you are usually sent to an automated system with formulaic information that may or may not fit your business. In our communities, you talk with a real person who can help with your specific needs.”