When Amazon comes calling, it’s important to have a great story to tell! Trajectory led the brand positioning portion of the Crystal City Business Improvement District’s Strategic Planning process during the time that the area was shortlisted as a contender for Amazon’s HQ2 development. Our contribution included qualitative research, four workshops with the Strategic Plan Advisory Group and community outreach using the Neighborland engagement platform. Over 2300 locals participated (online and through 10 on-site installations), providing feedback on 190 ideas that were generated to improve the Crystal City experience. The final positioning strategy was part of the Strategic Plan for the combined BID area of Crystal City, Pentagon City, and Potomac Yards. Now called National Landing, the combined area secured the Amazon deal in late 2018.