The City of Norfolk has played a pivotal role in the history of the United States and has long been host to the world’s largest naval base. Norfolk is now much more than a “Navy town”. Through a process of enlightened urban planning, development strategy, brand identity and effective marketing communications Norfolk has become the business, institutional and cultural center of Virginia’s Hampton Roads region.

As brand and wayfinding consultants, we were part of multi-disciplinary team tasked with changing the image of the city. A development strategy embracing both long and short-term goals included experts in urban design, marketing and brand identity and graphic design. Issues were approached in a way that parallels brand development in the private sector.

Our tasks were to help create a new brand identity for the city, to develop an integrated plan for promoting Norfolk’s cultural and tourist attractions and to develop a downtown wayfinding system.

A Lees Dawson Associates project