Case Studies

Project

The Capitol Riverfront Business Improvement District (BID) was first formed in 2007, but in the years since, the neighborhood has experienced significant growth – the addition of Nats Park, increased housing, new restaurants and retail – and has become commonly known as Navy Yard to practically everyone across the DMV. New leadership at the BID felt it was time for the name of the organization to finally reflect this identity and so the rebranding campaign got moving. Leaders at the soon-to-be-named Navy Yard BID reached out to us to create a video that would help tell the story of why it was time for the rebrand, where the BID and the neighborhood are today and what’s in store for the future.

Approach

We held meetings with leadership to get a clear understanding of the goals, business objectives and target audiences of the project and set out to create two videos: one unveiling the branding and name change to BID board members and another focused on a consumer audience that would live on the BID’s digital and social channels.

We worked closely with BID President Emeka Moneme and Communications Director Samantha Schmieder to identify the right messaging and narrative as well as strong visuals to illustrate the neighborhood’s growth, variety and scale. We wanted to ensure that this campaign felt familiar and comfortable to Navy Yard residents and visitors while also making it crystal clear we are entering a new and dynamic chapter in the neighborhood’s history.

Action

Once we established a storyboard outlining the details of the video, we sat down for an interview with Emeka, whose vision and perspective would provide the backbone of the messaging and narrative for both videos. The interview with Emeka was insightful, energetic and filled with the passion he has for Navy Yard and its future. Then it was showcasing the right visuals telling the story of a place on the go; always moving, always changing (Nats Park, Yards Park, Audi Field, M Street SE and so much more). Finally, to truly bring the second video to life, we wanted to showcase the people who make Navy Yard a hub of action and energy by showing them walking, talking, cheering, smiling and soaking up all Navy Yard has to offer.

Result

We created two videos we believe told the right story for the two respective audiences. Board members received the launch video with enthusiasm and praise as they work to leverage the rebrand for continued business growth and investment. Meanwhile, the second video – through interviews, video and animation – served as a powerful statement to residents and visitors: the BID has been working for years to improve the area and now its new name – The Navy Yard BID – would further strengthen the bond between the organization and the neighborhood for years to come.