One of Washington DC’s most renowned addresses had lost its caché. The goal of the newly formed Business Improvement District was to reinvigorate Dupont Circle’s brand to support new growth and create a more vibrant experience for residents, businesses and visitors. Working with the BID’s stakeholders, the brand narrative we developed showcases the area’s unique character as DC’s international heart – home to numerous embassies and cultural centers; its concentration of vanguard think tanks and global innovators; and its role as the region’s most storied gathering place for celebrations and causes. Our identity system reflects the neighborhood’s cosmopolitan élan and fresh energy across a full spectrum of print, environmental and digital channels. The design platform provides a robust, flexible system for neighborhood communications. Brand applications include: a series of street banners; business cards; newsletter templates; website graphics; a visitor guide; uniforms for the BID staff; and comprehensive brand guidelines.