Living Central Virginia

Brief & Strategic Challenge

The Central Virginia Partnership for Economic Development (CVPED) needed a more effective way to connect with professionals considering a move to the region. Traditional marketing materials weren’t reaching early-career talent, creating an opportunity for a digital platform that showcased Central Virginia’s lifestyle, communities, and career opportunities. The goal was to create a seamless journey from discovering the region to exploring local job openings.

Creative Direction & Digital Design

The project began with a style tile and a focused brand refinement phase, followed by UX and UI design. A custom wordmark and refinements to the existing brand colors helped establish a cohesive digital identity while maintaining a connection to CVPED’s established brand.

Local photography played a central role in presenting the region’s scenery and active lifestyle, helping prospective residents envision life in Central Virginia.

Accessibility was a priority throughout the design process. The existing landscape-inspired color palette was desaturated and adjusted to improve contrast and meet WCAG accessibility requirements while preserving its connection to the region.

A mobile-first approach shaped the design, with specific adjustments to reduce scrolling and make key information easier to reach on smaller screens. Content was streamlined, page hierarchies were reorganized, and text blocks were shortened to help users navigate regional guides and find relevant information more efficiently.

The Outcome

The new digital platform gave prospective talent a more accessible way to explore Central Virginia’s communities, lifestyle, and career opportunities. A cohesive interface extended into the integrated JobsEQ job search, helping visitors move from discovering the region to exploring available roles without a disruptive transition to a separate site.

The result was a digital-first recruitment and relocation resource that brought regional storytelling and career opportunities together in one experience.