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The structural approach is a simple idea: create an open source experiment in identity and creativity that the community can own. Sort of a brand, without the catchy slogans and formal rules that accompany most brands.

RVA Creates is a collaborative effort between Venture Richmond, the City, universities, businesses and over 100 other stakeholders to create a stronger identity for Richmond.

A work group of six creative organizations—The Martin Agency, VCU Brandcenter, West Cary Group, J H I, Elevation and The Hodges Partnership—is collaborating with Venture Richmond and the City on the development and structure of this experiment, as well as developing strategies to engage the community.