Fairfax County Virginia EDA "X Marks the Spot" Campaign

For Fairfax County Economic Development, we built a brand from the ground up to reposition the region as a premier destination for both employers and world-class talent. Through deep discovery, stakeholder and customer research, and competitive analysis, we uncovered a single-minded idea: Where you pursue purpose by choosing your own adventure. From there, working in collaboration with our team at Monigle, we developed a full brand platform, architecture, visual and verbal identity, and a go-to-market playbook that aligned internal teams and external storytelling. The launch campaign, anchored by “FFX Marks the Spot” and the rallying cry “Dream Here. Do Here. Be Here.”, reframed Fairfax not as a suburb of DC, but as a dynamic epicenter where innovation, inclusion, security, and ambition intersect. The result was a bold, future-facing identity that differentiated Fairfax in a crowded economic development landscape and positioned it as the place where life and work align—and where the future is actively being built.