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Baltimore BoP Pass Brand + Campaign

A poetic brand and campaign built collaboratively with local voices

Bellweather led the renaming, strategy, and visuals for Visit Baltimore's BoP Pass, a marketing program celebrating the City’s Black heritage and culture. We collaborated with Baltimore poet Mecca Verdell for the renaming and creative direction, blending Verdell's poetry with visuals of the City's museums, stores, and history.

The Results


impressions of the campaign since launch

Project Attributions and Credits:

Sector
  • Travel & Tourism
Disciplines
  • Branding
  • Campaign
Client Visit Baltimore
Team
  • Mecca Verdel, Creative Director + Lead Copywriter
  • Louis Lee, Chief Creative Officer
  • Emily Lessard, Chief Strategy Officer
  • Kip Helton, Designer
  • Kyle McCloskey, Account Director
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Baltimore BoP Pass Brand + Campaign

A poetic brand and campaign built collaboratively with local voices

Baltimore BoP Pass Brand + Campaign

A new name, language, and visual system

The meaning of “bop” is layered and bespoke to Baltimore. It is the acronym for the full name of the pass, “Bridging our People.” The word also has a deep cultural connection to Baltimore. “Bop” is a slang term for a “long walk” within the City. Baltimorean poet and scholar Afaa Michael Weaver also created a poetry form called the Bop that acknowledges, addresses, and solves a problem for the writer within three stanzas.

Verdell wrote and recorded the voice over in the radio spot, below.

The Results


impressions of the campaign since launch