Visit Dallas has launched a rebrand for the city that centers on a “can-do” mantra and a heavy dose of swagger.
The not-for-profit tourist information center held a press conference on Thursday at the AT&T Discovery District in Downtown Dallas to reveal a new, distinctive brand for Dallas — “A Maverick, Can-Do Spirit.”
Despite Dallas being a rising city on the world stage — exemplified by it being named the host of several matches during the 2026 FIFA World Cup — many continue to associate it “with cliché Texas stereotypes,” as Jennifer Walker, Visit Dallas’ chief marketing officer, explained in a statement.
As Craig Davis, CEO of Visit Dallas, explained on The Dallas Express Podcast last month, the organization worked for nearly a year to develop a true brand for Dallas. The primary obstacle to achieving this, as he explained, was distilling the diversity of viewpoints into a single notion of what makes the city great.
The campaign by Visit Dallas aims to bring a unified vision to the city to bolster its appeal as a premier destination for business and leisure alike. To achieve this, it centers on Dallas’ “Can-Doers” — the Dallasites making a difference in the city by embodying a maverick spirit of fearlessness and boundless creativity.
Just a few of the city’s difference-makers and visionaries were profiled during the media event on Thursday. These Can-Doers include some of the top names from the realms of hospitality, sports, the arts, and the community — the main pillars of Dallas’ new brand.
Here are a few of the Can-Doers featured during the event.
- Anastacia Quiñones-Pittman, the executive chef of José, was named a James Beard Finalist in 2023. Her top-rated Mexican restaurant has a rotating menu tailored to highlight locally sourced and seasonal ingredients.
- Daisha Board is the founder and curator of contemporary art galleries, including the Daisha Board Gallery in Downtown Dallas, that look to showcase artists of diverse demographics, such as those with disabilities.
- Cynt Marshall came on as CEO of the Dallas Mavericks in 2018 after a long career at AT&T. She has used her finely honed skills developed in the corporate world to benefit the local community, serving with Dallas CASA, the Dallas Regional Chamber, the Texas Women’s Foundation, Texas 2036, and others.
- Daron Babcock is the creator of Bonton Farms, an urban farm looking to grow more than vegetables in South Dallas. The organization runs various community-building initiatives aimed at revitalizing the local neighborhood.
Visit Dallas is fielding nominations for other Dallasites exuding maverick, can-do characteristics via its website.