A bold, enduring brand for the nation’s oldest HBCU athletic conference.
CHALLENGE
When the Central Intercollegiate Athletic Association (CIAA)—America’s oldest historically Black athletic conference—announced its move to Baltimore in 2021, Bellweather was tasked with creating a brand and campaign to generate excitement for the tournament’s new home. The work needed to capture the spirit of HBCU culture, energize the city, and deliver on the tournament’s significant $50 million economic potential.
APPROACH
We developed an electrified brand and campaign that celebrated both the heritage of the CIAA and the vibrancy of Baltimore. The identity fused motion, energy, and cultural pride—setting the stage for a dynamic tournament experience and the inaugural CIAA Virtual Vibe: Tournament Edition. The campaign’s success helped cement the CIAA’s long-term partnership with Baltimore, with the brand system we created still in use today.
