Greater Richmond Partnership
Brand Strategy & Identity Design Leadership
As Vice President and Group Creative Director at Padilla, I led a multidisciplinary team in reimagining the brand identity of the Greater Richmond Partnership—a pivotal organization responsible for driving economic growth and regional investment across the Richmond Region.
Our challenge was to craft a brand that authentically represented the energy, diversity, and momentum of our region while aligning with GRP’s evolving role as a connector between business, government, and community.
I oversaw the development of a comprehensive brand strategy and creative platform that would not only elevate the organization’s perception among global business audiences but also resonate with regional stakeholders and partners. This work included deep stakeholder engagement, competitive analysis, positioning refinement, and a complete redesign of GRP’s visual identity.
My role + ResponsibilitiesClient Stakeholder:
Barry Matherly
Client Executive Advisor:
Greg Wingfield
Brand Strategy Facilitation
I supported Kelly O’Keefe in the development and facilitation of strategic workshops, one-on-one interviews with business leaders, economic developers, and board members to distill the essence of the region’s promise and differentiate GRP’s role in the market.
Creative Direction
I led the development of a vibrant new visual system, including a bold, modern logo and flexible brand toolkit designed to express the region’s economic dynamism and cultural appeal.
Cross-functional Collaboration
I partnered closely with account, research, and digital teams to ensure alignment from insight through execution, delivering brand assets built for use across digital, print, and experiential channels.
Stakeholder Alignment
I presented concepts to senior leadership and board stakeholders, managing feedback and navigating multiple approval rounds to ensure internal buy-in and external resonance.
The resulting identity is confident, fresh, and distinctly Richmond—rooted in the river that runs through our city, and symbolic of the flow of opportunity that GRP helps channel into the region.
This project exemplifies how strategic branding can elevate a regional narrative and position an organization to lead with clarity, creativity, and purpose.
VP, Brand Strategy:
Kelly O’Keeffe
VP, Group Creative Director:
Kevin Flores
Senior Art Director:
Whitney Fulton