Towers Crescent
Work Performed:
- Brand positioning
- Collateral design
- Copywriting
- Visual identity
- Verbal identity
Towers Crescent is a mixed-use development in Vienna, VA. It includes four large office buildings with a centerpiece tower designed by Philip Johnson. The development offers perfect transportation options to-and-from Washington, D.C. and access to Tysons Corner Center with an array of shopping, dining, and entertainment. Despite its central location it has a private campus-like atmosphere suited for companies that want to retain their own culture and workplace identity.
Cushman & Wakefield’s leasing agents engaged me, on the behalf of Transwestern, to create a brand positioning strategy and identity for the campus in 2021.
Tucked Away in the Middle
of Everything
During discovery I found that the most significant differentiator was Towers Crescent’s dual identity: a distinct, self-contained community–"a place within a place"–and an integral part of the vibrant Tysons Corner area. This duality juxtaposed Towers Crescent both as an escape from the hustle and the center of activity.
I positioned the campus as a premier destination for companies seeking to enhance their culture, offering an environment that combines architectural prestige, lifestyle, and a sense of community—all within the accessibility of a prime urban hub.
“Tucked Away in the Middle of Everything” captured the unique positioning of Towers Crescent as a private, serene campus connected to the energy and resources of Tysons Corner. It made an appeal to those seeking balance: exclusivity without isolation.
