CITY 2015 OF McKINNEY REPOR T ANNUAL CELEBRA TING THE McKINNEY STORY YEARS McKinney, Texas is Unique by nature. This year, the city brand celebrates a decade of successfully telling the McKinney story. The city unveiled the Unique by nature brand ten years ago in 2005, and in that time, the brand has been embraced by the entire community as the identiﬁ er for the city. We branded our city in a way that would illustrate why so many people love living in our community, doing business here and visiting the city. It captures the essence of our sense of place. McKinney is close to Dallas, but far from it. The brand sets McKinney apart frm the nearby Dallas-Fort Worth metroplex while simultaneously helping build local community spirit and pride. The Unique by nature tagline speaks to the city’s natural assets and features that make the city distinctive. The brand tells the McKinney story in a way that entices others to live, visit or do business here. The city continues to attract new residents and businesses while receiving great marks for maintaining our strong quality of life.