I led research, positioning, and verbal identity development to refresh DowntownDC’s brand, inviting much-needed interest and intrigue to the core of the Nation’s capital after an extended post-pandemic slump.

More than three dozen stakeholder interviews, an extensive sub-neighborhood mapping exercise, local and national Downtown brand identity audits, and a series of all-day workshops resulted in a lively new identity that channels the spontaneity and interconnectedness that defines the District.