From the outset, the Richmond team let us know that they intended to pull out all the stops. They wanted their brand to convey luxury and at the same time, express a sense of place within the community, especially their prime location directly next to the Ice Blocks in the heart of midtown. After presenting a bevy of options, the Richmond team chose a look that touched upon the historic roots of the area, while embracing modernity and the possibilities of the future.

After locking in an identity, the build out of the rest of the system was fun and gratifying, including the marketing materials, wayfinding signage, and marquee to name a few.