RICHMOND TECHNOLOGY COUNCIL
Tech's Most Creative City
CHALLENGE
rvatech is a member-driven association of businesses and organizations dedicated to growing Greater Richmond’s technology-based economy. They asked us to brand their “Tech Town” initiative. But, as you’ll see, sometimes the client ask isn’t actually what the client needs. And we’re not afraid to (very, very respectfully) say so.
THE MOVE
We started with the logical first steps: a brand strategy meeting, competitive and audience research, and persona development. But as we were exploring “Tech town” taglines, we quickly realized it wasn’t the initiative that needed a powerful line; it was Richmond that lacked brand recognition and definition in a sea of bigger and better-known U.S. tech towns. The brand statement “Tech’s most creative city” was born out of the truth that Richmond is a creative city full of creative solutions, and its tech professionals are very much part of that. Working with the logo and elements rvatech already had, we also gave them a refreshed color palette and graphics that reinforced the new tag.
THE FINALE
Don’t take it from us, here’s what rvatech has to say about their new platform:
“Fortune 500 partners comment all the time on its authenticity and accuracy. It’s clearly hit the mark.”
“I can’t tell you how many times new and prospective members have said, ‘Oooooohhh, tell me more about THAT!’”
“It drives our strategy, and requires that we weave it through all of our decision-making. We can’t make boring, uncreative decisions anymore.”
