Celebrating a decade that transformed a city

BACKGROUND

In ten short years, Verizon Center transformed Penn Quarter into one of DC's hottest spots for great dining, shopping, entertainment, and sports. Local celebrities and residents were thrilled to be a part of this campaign which included print, outdoor, and a station domination at the two-level, three-line Gallery Place Metro. 

 

CHALLENGE

Our client wanted something that demonstrated the passion these local and national-level celebrities shared for this institution and the incredible way it transformed the neighborhood. The campaign needed to be cohesive and branded, prominently featuring their 10th anniversary identity. 

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SOLUTION

Teaming up with a talented copywriter, we proposed that a tattoo is the ultimate expression of passion. Using bespoke photography and skillful retouching we featured various celebrities who proudly show their ink. Each shares a personal story of how Verizon Center impacted their lives, from WNBA star Alana Beard to Mayor Adrian Fenty. We captured the love, admiration, and gratitude they felt towards the Center that transformed this neighborhood, their neighborhood, into a thriving part of our nation's capital.

 

RESULTS

Scheduled to run one month, this branding effort supported a strong public relations campaign that included local news (on-air and in print), promotional events, and more. 

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CREDITS

Design and Art Direction: Maggie Soldano

Copywriting: Tierney Sadler

Photography: David Sharpe