For this project I joined a team consisting of two designers, a creative director and myself. The process began with researching this neighborhood otherwise unknown neighboring the pentagon. Despite its sleepy appearance from street level the neighborhood was home to a plethora of murals and public arts, an underground mall and subway station served as the beating heart, and a community of residence kept the city alive with activities such as a weekly bike race in an underground parking garage. The goal was to create a visual identity that much like Crystal City itself seemed clean and buttoned up from the street level but would also appeal to the fun community just waiting to be seen.

The branding effort resulted in an influx of new businesses and residents. Including Amazon ultimately deciding to establish it’s HQ2 in the neighborhood.