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Reimagining Fairfax County as a talent and innovation hub
Fairfax County, a county within the Commonwealth of Virginia, had a perception problem: although it houses some of the most innovative companies in the world, it wasn’t top-of-mind for relocating employers or rising talent. Post-COVID hybrid work trends challenged Fairfax County’s ability to attract employers and talent despite its strong economy and high living standards.
Research revealed the region’s key advantage lay in future-proofing employers’ talent pipelines by highlighting Fairfax’s rich ecosystem of upskilling and reskilling opportunities. The new brand, “Pursue purpose by choosing your own adventure,” positioned Fairfax as a cultural hub and innovation hotspot, moving the conversation beyond short-term incentives.
A fresh visual identity, “FFX NOVA,” replaced outdated rural associations with a dynamic cultural iconography embraced by local partners. The rebrand generated enthusiasm, tripling annual conference attendance and boosting board funding, firmly establishing Fairfax County as a top destination for employers and talent alike.
