For this project I joined a team consisting of two other designers, a creative director, and myself. The branding process began with researching this otherwise unknown neighborhood neighboring the Pentagon. Despite its sleepy appearance from street level, the neighborhood was home to a plethora of murals and public art, while an underground mall and subway station served as the beating heart, and a community of residents 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 subway system as well as the underground bike track would serve as the basis of the logo and visual identity. As to not distract from the vibrant art, events, and cityscape, the brand would often be paired with the mark, and much of the visual ID was kept to black and white. The brand turned out to be a huge success for Crystal City, with the result of this branding being an influx of new businesses and residents. Including Amazon ultimately deciding to establish its HQ2 in the neighborhood.