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Boston Properties

Reston, VA
Reston Town Center

Reinvigorating an Iconic Development

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.

The Urban Heart

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 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.

Reimagine RTC

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. 

How We Made
Reston Town Center

Brand Strategy
Creative Idea
Visual Identity
Verbal Identity
Brand Campaign
Brand and Digital Activation
Website Strategy and Design
Print and Collateral
Signage & Wayfinding


Gold Muse Award Won for Website


average visits per month on new website


out of 5 stars on Google Review


Sq Ft leased by Microsoft

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