The ObviouslyDC brand was established by the Office of the Deputy Mayor for Planning and Economic Development (DMPED) as a symbol of economic attraction for the city as part of the Amazon HQ bid. As the brand evolved, Brandire was tasked with creating a fresh look and feel for ObviouslyDC, with the aim of creating a city-wide brand that appeals to businesses, tourists, and employees. We meticulously created a comprehensive brand system that includes vibrant variations of the primary logo, new secondary logos, expanded assets, and a style guide. Our ultimate goal was to position D.C. as a distinctive economic hub, creatively showcasing diversity, inclusion, and the characteristics of a melting pot through the ObviouslyDC brand.