After receiving several concepts, an expanded jury evaluated each one based on criteria derived from the creative brief. Unanimously recommended to the Cultural Trust Board of Directors, Liza Burns’ design was selected and approved in October. Frequently meeting with several content experts identified through the Governor’s Office of Diversity, Equity and Inclusion, Burns was able to create and finalize symbols included in the design. CREATING THE DESIGN Capturing “Oregon Culture” in a single piece is an extraordinary challenge as Oregon is a diverse and beautiful arrangement of many cultures, each with their own subcultures and nuances. This abundance became the foundation of the piece. The longer you look at the mural, the more your eyes will come to see. A unique place to dine, hike and play, Medford’s culture is filled with diversity. This extraordinary fact is what inspired artist Liza Burns to create a patchwork design - focusing on the abundance of cultures, big and small. Beginning with the unique and diverse landscape, the overlay of the mural features the river valleys, mountains and high deserts of the region. Second, a concept of “symbol overlay” was developed in order to take viewers on a journey of discovery, and foster the idea of an ever-evolving culture. A unique destination to dine, hike and play, discover the diverse culture of Oregon and the Rogue Valley! Get started planning your vacation in the Heart of the Rogue by viewing our Visitor Guide online, and learn more about this beautiful mural and it’s southern Oregon ties on Travel Medford’s blog! n
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January 2022 | The Business Review
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