District 60 – Place Branding
Chesterfield County, VA
In the heart of Chesterfield County, Virginia, District 60 will be a new vibrant town center located near the upcoming mixed-use Springline development. With amenities to appeal to a broad range of visitors, District 60 is intended to be a walkable haven of activity, accessibility, and community.
The Cooper Carry Branding Team conducted a thorough brand sprint exercise with members of the development team, Chesterfield County government officials, local historians, contractors, and citizens living and working in the region. We developed the center name with this deep understanding of the project goals and regional history. Located along the Midlothian Turnpike, District 60's name is derived from Highway 60, which acts as the main thoroughfare through the area.
The brand design is urban inspired to better reflect the future of the region. The bottom half of the six in 60 is notched out to “carve out” the area’s identity and represent its prominence. The tall, sans serif typeface and bold color palette reinforce this concept.
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