St. Elizabeths East is a developer-driven project in Southeast Washington that envisions a vibrant, mixed-use development of offices, apartments, retail and civic amenities on the site of a former mental hospital. The site’s legacy presented a branding challenge – what the property was as a contrast to what it could become. Recognizing the inherent sensitivities of the task, the team worked with the Washington D.C. Deputy Mayor’s Office of Economic Development to brand the redevelopment initiative. The identity mark is central to the effort. It invokes the beauty of the site’s architectural heritage and the promise of renewal. A branded view book describes the development opportunity and solicits potential development partners.