Building a compelling story and brand for DC’s newest business center, urban neighborhood, retail and entertainment district and waterfront destination.
The Challenge: Create a brand and a story for the largest waterfront revitalization currently underway in the US, with 30+ LEED certified existing or planned buildings, four new parks and a 16-mile riverwalk trail to entice newcomers to what was once a forgotten slum.
The Solution: Initially hired to re-brand the Capitol Riverfront Business Improvement District (BID), Trialogue Studio continues working with the BID on strategies and tactics to attract the region’s vanguard office tenants, residents and retailers to this now very dynamic area.
Trialogue took the BID and key stakeholders/ influencers through its proprietary brand strategy process to effectively define, express and launch their new brand. This included a series of key stakeholder interviews, online surveys, focus groups, creative workshops and a strategic session with their Board. Insights gleaned enabled us to develop a new positioning, vibrant visual identity that represents a flexible umbrella platform of visuals and messaging that all stakeholders can adopt, a compelling tag line (“Be Out Front”) to help express the positioning and a comprehensive marketing blueprint to launch the brand.
Is it working? Stakeholders are jazzed and the neighborhood is brimming with new tenants and activity. In fact, The Front is now home to a mixed-use community of 35,000 daytime employees in 6.5 million SF of office space including the Washington Navy Yard and U.S. Department of Transportation, 2,427 residential units including apartments, condos, co-ops and townhouses with an estimated residential population of over 3,100 people, a 200-room Courtyard by Marriott, and the 41,000 seat Nationals Park.
