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Reston Town Center is often considered the first mixed-use development in the nation. After nearly thirty years of success, Boston Properties felt the pressure of the increased competition. While RTC had managed to maintain success, many new mixed-use developments began opening and offering something new. Whether it was a unique mix of retail or programming for a niche audience, Boston Properties felt they needed to refresh the iconic brand in order to stay relevant.
Following an in-depth research process, we developed a strategy around the brand idea of “The Urban Heart.” The people in Reston had a strong sense of community, and at the heart Reston was the town center. We evolved the existing visual identity of a fountain and created a new identity that was more representative of the new Reston Town Center brand. Their new logo shifts the focus to the “Center” and includes curved lines that evoke a sense of motion similar to water rippling in a fountain.
To formally launch the new brand we created a brand campaign called “Reimagine RTC.” This campaign was carried out across signage, advertising and social media and included fun and eye-catching photography that encouraged audiences to think differently about the place they know and love. This campaign led to a reinvigorated program of events and activations, as well a brand-new dynamic website.
Brand Strategy
Creative Idea
Visual Identity
Verbal Identity
Brand Campaign
Brand and Digital Activation
Website Strategy and Design
Print and Collateral
Signage & Wayfinding
Stationery