THE GOODS

Made up of the three thriving neighborhoods of Crystal City, Pentagon City, and Potomac Yard, National Landing is located at the center of the Washington, DC, metro area and is Virginia’s largest walkable downtown. Blending the best of both city living and the urban outdoors, the area offers unparalleled convenience and transportation access while boasting the high quality of life for which Arlington, Virginia, is known. D*MNGOOD was engaged by the National Landing BID to develop and launch an integrated brand and advertising campaign to generate awareness. Taking inspiration from the shapes of the new identity designed by Pentagram and spearheaded by Walnut Street Creative, we developed a flexible system of graphics and patterns that is refined and energetic. Initial plans for a splashy launch were curtailed by the health pandemic – a pivot was made to focus messaging on themes of community, outdoor spaces and togetherness. In addition to advertising, a suite of print collateral, launch video and roadshow package were also developed to promote the brand to local and national audiences.

• CLIENT: National Landing BID
• PROJECT: National Landing Brand Campaign