Diamond District: Inspired and Connected for a Sports Anchored Urban Neighborhood
SERVICES
Brand Strategy
Brand Identity Design
Collateral Design
INDUSTRY
Corporate
Municipal
Real Estate Development
Diamond District
The Diamond District is a vibrant new neighborhood in the heart of Richmond, Virginia. Spanning 67 acres of underdeveloped urban land, the neighborhood is anchored around a state-of-the-art ballpark and is designed to be a one of a kind destination for living, working, and building community. Blending sports, culture, dining, and green space, it’s a multifaceted district where every visit offers something new to discover.
The Diamond District is Richmond’s sports and entertainment destination. As a gateway to the City, the Diamond District is a connector, bringing people, nature, businesses and communities together.
And together, we shine.
The Diamond District brand mark is inspired by the footprint of the neighborhood, when connected across facet lines, it creates an icon reminiscent of a gem.
These facets mirror the urban landscape's thoroughfares, celebrating the many faces and diverse offerings of our community. The angled geometry is carried through the wordmark with custom letterforms, creating a cohesive and bold design that is modern, clear, and geometric.
A vibrant and expansive color palette is intentionally designed to support a wide array of applications, from fun to formal and digital to physical.
Bold and bright tones like sky blue, vermillion, and neon lime, are designed for celebrating the most exciting moments of the neighborhood experience like banner signage, merch, and advertising.
Saturated but more subdued tones, including midnight navy, forest green, and burgundy, add depth to the palette and allow for the brand to shine in structured and corporate applications as well.
Active and emotive photography and a generously broad collection of iconography create brand distinctiveness and add flexibility to the identity.
When applied, photography and brand graphics are further integrated through the use of textural color overlays and pattern cutouts. Creating an end product that purposefully evokes the brand’s active yet friendly personality.
