RVA Creates

Building a regional brand

If you’ve been through central Virginia lately, you’ve probably seen “RVA” on stickers, signs and in social media and beyond. Elevation is proud to be a part of the team of firms that worked together with Venture Richmond to create and promote this new brand for Richmond.

In addition to providing overall strategic marketing and advertising consulting throughout the process, our role included creative development on a video that captures the city’s brand position—that RVA is a center for creativity. The video we created (viewable below) asks the question “Why can’t RVA be the capital of creativity” in a dramatic and engaging way.

Elevation also created a unique way to make the RVA brand shareable through social activation. Our idea was to build a giant RVA sign that was literally see-through, allowing landmark views and activities taking place around Richmond to be framed within the context of RVA. The sign is taken to events throughout the region and has become a popular spot for visitors to stand and take pictures, which they then share via social media—helping us spread the RVA brand in a bold and memorable way.