JBG SMITH — National Landing
National Landing
Just across the river from Washington, DC, National Landing is quickly emerging as a center of gravity for defense and technology. With Amazon’s HQ2, direct access to the Pentagon, and close proximity to federal agencies and key decision-makers, it sits at the intersection of innovation and influence.
JBG SMITH saw an opportunity to better represent that reality online and create a stronger connection between the scale of National Landing and the companies they want to attract.
They partnered with Grafik to design and build a new digital experience that could carry that story forward.
Going beyond the brief
JBG SMITH came to Grafik with a strong vision: establish National Landing as a destination for defense and tech businesses, create a differentiated experience for global leaders in those industries, and build a site that supports leasing while speaking directly to a B2B audience.
As we got into the work, the opportunity expanded. Grafik recommended refining the visual and messaging approach to better align with how defense and technology audiences evaluate locations.
The site needed to:
- Speak directly to defense and technology leaders
- Support brokers and site selectors in the evaluation process
- Function as a tool that advances leasing conversations
- Visually reflect a forward-looking, innovation-driven environment
The goal was to evolve National Landing’s expression to better align with B2B audiences creating a more focused, tech forward experience while staying connected to the broader neighborhood identity.
Translating place into value for decision makers and influencers
The site needed to demonstrate why National Landing matters from a business perspective.
It offers immediate access to the Pentagon, federal agencies, and key decision-makers. It is connected to major transit infrastructure, including Reagan National Airport, and sits within a growing ecosystem of defense contractors, technology firms, and research institutions.
The experience brings those advantages forward in a way that connects directly to what companies care about—access to top talent, including Virginia Tech’s Innovation Campus, proximity to partners, and the ability to operate at the center of critical activity.
Virtually emphasizing proximity
A key shift in the new digital experience is how quickly users understand where they are.
The homepage uses a dynamic 3D model to show National Landing within the broader DC region, highlighting its relationship to the Pentagon, Washington, DC, and surrounding infrastructure.
This creates immediate context so users don’t have to piece it together and elevates the overall UX of the site.
Navigation and content structure were also reworked to support faster exploration, making it easier for different audiences to find what they need without digging. This was especially important as National Landing continues to build brand recognition with audiences outside of the DC metro area.
A more forward-looking expression
The visual system also reflects where National Landing is headed.
Typography, layout, and motion create a sense of movement without overcomplicating the experience. The design keeps the focus on the district while reinforcing a more modern, technology-oriented feel.
Initial performance and ongoing growth
The site was built on a strong technical foundation, prioritizing page performance, mobile experience, and on-page SEO from the start.
Grafik continues to support JBG SMITH with ongoing SEO, GEO, and content optimization. This includes implementing strategic recommendations, developing new content, and refining pages to improve visibility across search engines and AI-driven platforms.
As of today, site health and AI search visibility are strong, positioning National Landing to perform competitively in search. At the same time, the site is actively supporting leasing efforts, serving as a more effective tool for engaging prospective tenants, brokers, and decision-makers throughout the evaluation process.