Richmond’s 21st Century Identity

CEOs for CitiesOctober 11, 2011

The Original Goal

Develop an identity for downtown that renews the passion and pride of our residents, rekindles the desire of people throughout the region to explore downtown, and attracts the people and businesses who will fuel our future growth.

The Opportunity

A history of non-conformity

Current Equity

Core Competency

Consumer Insight

Business DynamicThe need to channel and define the

growing momentum of Richmond

A resurgence of creativityExperience Collecting

Challenging Conventional Wisdom

Center of Creativity

Essence

Personality

Messages

Creativity

Innovative

Connected

DynamicEngaging

Forward-Leaning

Timeless

Proactive Eclectic

Education

People

Culture

Business

GovernmentHousing

Infrastructure

Environment

Brand Architecture

Creativity

Organizations

Venture Richmond

City of Richmond

The Martin Agency

The VCU Brandcenter

J H I

West Cary Group

Elevation

The Hodges Partnership

Individuals

60+ Downtown stakeholders

50+ VCU Brandcenter Students & faculty

30+Corporate leaders

4 University Presidents

Mayor Jones & his leadership team

City Administration’s leadership team

City Council Leadership

An Inclusive Process

The Power of RVA

The idea itself enables creative expression.It can capture the wide variety of creativity that makes our city great.It can tell stories of creativity from our past, present and future.It uses popular vernacular to generate new energy and prompt re-appraisal.It’s open to everyone to participate and share.

Objective

To celebrate the creativity already happening in Richmond

To encourage more creativity from individuals and organizations

To invite participation from the entire community

So let’s look at the first seven months…

Powering the RVA Momentum

RVA MagazineRVA News

Twitter #RVARVA River City –

songWRVA

and many more

The RVA identity bubbled up over the years

RVA Beyond Downtown

Thank You