City of Richmond spent $450,000 on ‘Richmond Real’ brand campaign | Richmond Local News


Mayor Levar Stoney announced a new identity for the City of Richmond on Wednesday.

“Richmond Real: Real People. Real Places. Real Stories,” the city’s new branding, celebrating “all that is authentic and unique about the great city of Richmond,” Stoney said during a press conference.

“Today folks we’re talking about Richmond Real,” he said. “It’s dynamic. It’s inclusive. It moves through the pulse of our city. It’s an identity that embraces every person, every voice, every struggle, every success that contributes to our unique story.

Project cost: $450,000.

The city worked on the project with marketing firm West Cary Group and the new Office of Strategic Communications and Civic Engagement for nearly a year. Investment in the project includes brand development, art execution and launch, which will span the summer of this year.

Ryan Mitchell of Garden Grove Brewing Co. hands Richmond Mayor Levar Stoney a ginger ale after Stoney unveiled a new brand identity for Richmond during a presentation at Richmond City Hall on Wednesday 8 June 2022. The new branding has been developed in partnership with local advertising and marketing communications agency, West Cary Group. Mitchell was among a handful of local food and beverage vendors at the event, which partnered with the city to incorporate Richmond’s new identity into limited-edition offerings. EVA RUSSO/TIMES-EXPATCH

Eva Russo

“We asked two important questions of each of the people who participated,” said West Cary Group CEO Moses Foster. “First, ‘How do you think Richmond is perceived today?’ and the second is, ‘How do you think Richmond will be perceived in 10 years?’

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On the first question, many respondents described Richmond as “growing”, “changing”, “evolving” and sometimes “divided”. In response to the second question, Foster said the company received responses such as “connected”, “vibrant” and “progressive”. The colors used in the logo are representative of the responses collected.

Asked about the RVA brand, Foster said “Real Richmond” was specifically meant to represent the city. RVA represents the greater Richmond area.

“Everybody said, ‘We want to be us, and nobody else can be us,'” Foster said. “And so that’s what we did with it.”


Along with the city and the West Cary Group, the Richmond Office of Strategic Communications and Civic Engagement helped create Richmond Real. Where Virginia is for lovers, Richmond is the heartbeat, where they connect with the townspeople.

“It’s an opportunity to nurture a deeper connection,” said Petula Burks, director of the office of strategic communications and civic engagement. “With Richmond Real, we are listening, activating and continuing our commitment to serve every member of our community.”

Inclusiveness was key to creating the new brand, officials said. Sharon Ebert, assistant general manager of economic and community development, said this was an important aspect of her role in establishing Richmond Real and critical to the success of Richmond communities.


“We all know that when we give everyone a seat at the table, we close racial and gender wealth gaps. We increase civic pride. We build our communities and we promote jobs, and all of that strengthens our economy,” Ebert said. “And when we appreciate people for their unique contributions, we all achieve more.”

After the press conference, there was a reception hosted by local restaurants that had partnered with the city to “integrate Richmond’s bold new identity into limited-edition offerings,” according to a media advisory.

Partners include Bev’s Ice Cream, Ruby Scoops, Gelati Celesti, Scoop, Sweet Spot Ice Cream Café, Suzy Sno and Garden Grove. They will manufacture or sell products that will be representative of the new Richmond Real brand.

“We’re going to write a new chapter here in Richmond,” Stoney said in a promotional video shown at the conference, “and that chapter will be written by all the different stories and all the different citizens and people — regardless of their zip code. , no matter who they love, no matter the color of their skin, no matter how much money they have in their pocket. I think when you look at the history of Richmond it can be an inspiration to so many people.


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