APRIL 14, 2017
New brand adopted to promote innovation in the Richmond region
By John Reid Blackwell
The Innovation Council of the Virginia Biotechnology Research Park unveiled a new brand identity this week designed to help promote the Richmond region’s entrepreneurial environment.
The Innovation Council, a nonprofit group led by an 18-member board of directors of local businesspeople, educators, and local and state government officials, adopted the brand as part of its mission to support innovation and entrepreneurship in the region.
The new brand name — “Activation Capital” — carries multiple meanings, including the goal of sparking human, financial and social capital, said Carrie Roth, president and CEO of the Virginia Biotechnology Research Park, located in downtown Richmond. The tagline for the brand name is “From start to phenomenal.”
As part of the new brand, the Innovation Council also will be known as Activation Capital. The nonprofit group’s work includes setting goals and metrics for innovation in the Richmond region, serving as a forum for collaboration among various stakeholders in the community, identifying gaps in financial resources, and leading efforts to find the financial support for a successful entrepreneurial economy.
Dotted Line Collaborations, a Richmond advertising and branding agency, developed the new brand.
The rebranding also includes a new website, www.activation.capital, which went live this week. It includes annual reports on innovation and entrepreneurship in the region, and links to resources for entrepreneurs such as mentorship, networking, local business incubators and accelerators, and funding sources such as local venture capital firms.
Being an entrepreneur “can be a daunting experience for somebody, and whether they are from here or they come here, we want to make sure they understand the tools and resources and the pathways that can help them get on their way to success,” Roth said.