In 2022, my team took on the challenge of helping people see Richmond, Virginia, in a new light. We wanted to move beyond perceptions of a stagnant, divided city and toward a vision of one that’s progressive, inclusive, connected, and equitable. Our approach was to define a clear brand promise and build a lasting platform for telling real stories that capture Richmond’s energy and soul.
We started by listening—meeting with elected officials, public-sector and nonprofit leaders, and residents to understand their perspectives. Those conversations helped us create a communications framework that gave city officials a clear way to share the vision and helped the marketing team bring it to life through meaningful connections with Richmonders.
