1. Richmond’s 21st Century Identity
CEOs for Cities
October 11, 2011

2. 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.

3. The Opportunity
Core Competency
Challenging Conventional Wisdom
Current Equity Consumer Insight
A history of
Center of A resurgence of creativity
non-conformity Creativity Experience Collecting
Business Dynamic
The need to channel and define the
growing momentum of Richmond

4. Brand Architecture
Infrastructure
Housing Government
Forward-Leaning
Proactive Eclectic
People Engaging Creativity
Creativity Dynamic Business
Essence
Timeless Connected
Personality Innovative
Education Culture
Messages Environment

6. An Inclusive Process
Organizations Individuals
Venture Richmond 60+ Downtown stakeholders
City of Richmond 50+ VCU Brandcenter Students &
faculty
The Martin Agency
30+Corporate leaders
The VCU Brandcenter
4 University Presidents
JHI Mayor Jones & his leadership team
West Cary Group City Administration’s leadership team
Elevation City Council Leadership
The Hodges Partnership

7. 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.

16. 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…

17. Powering the RVA Momentum

37. The RVA identity bubbled up
over the years
RVA Magazine
RVA News
Twitter #RVA
RVA River City –song
WRVA
and many more

47. RVA Beyond Downtown

52. Thank You