How does a small historic town on the edge of Washington, D.C. stand out in a region packed with fast-growing suburbs, shifting perceptions, and competing narratives?
We positioned Herndon as the refreshing alternative to the typical D.C. metro suburb. Grounded in extensive community engagement, the brand highlights Herndon’s walkable historic downtown, its global diversity, and its friendly “small town with an edge” personality. The new positioning, Live Differently, captures Herndon’s authentic, unconventional spirit and creates a cohesive story that works for residents, businesses, talent attraction, and tourism.
Town of Herndon, VA website