I had the opportunity to rebrand the entire city of Richmond, back when I lived there. Like, the actual city. I started by formalizing an existing nickname for the city, "RVA,"  and then used that name to create an open-source customizable logo. Meaning any company, group, or organization could use it as their own, however they want. So now you can buy RVA coffee, see RVA dump trucks, race in RVA bike races and get RVA bike stickers, and even visit, which I can't take credit for but hey, they use the logo.