The Process

I joined a team of two designers and a creative director to research and develop the identity. While Crystal City appeared quiet and polished at street level, we discovered a vibrant community beneath the surface, including public art, an underground mall, a Metro station, and events like a weekly bike race in an underground parking garage.

The goal was to create an identity that reflected this contrast: clean and refined on the surface while revealing the energy and community waiting to be discovered.

The Insight
The underground environment became the foundation for the visual system. Inspiration from the Metro, underground spaces, and bike track informed the logo and identity, while a primarily black-and-white palette allowed the neighborhood’s art, events, and architecture to remain the focus.

The Outcome
The new identity helped reposition Crystal City as a destination for residents and businesses, contributing to significant growth in the neighborhood, including Amazon’s decision to establish HQ2 there.