FXVA Rebrand

FXVA’s logo disappeared next to a wall of sponsor logos at an industry event. Elegant, but not memorable. A tourism brand competing for attention needed to hold its own, not blend in.

The problem went deeper than the logo. Most tourists had never seen Fairfax County as a destination in its own right but a suburb to drive past on the way to DC. Even residents didn’t feel much ownership over the “Visit Fairfax” name. FXVA needed both audiences, locals and first-time visitors, believing in the place at the same time.

FXVA’s old logo had a square anchoring it. Instead of scrapping it, the rebrand turned that square into a window — one that reveals a different piece of Fairfax County every time you look through it. What used to just hold the wordmark now carried the county.

Fairfax Sunrise, the orange at the center of FXVA’s identity, stayed but stopped standing alone — a secondary palette gave it somewhere louder to live, a new typeface gave it a modern voice.

This wasn’t a new brand. It was the old one, finally given room to be as vibrant as the county it represents.