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:
- Travel & Tourism
- Branding
- Campaign
- Mecca Verdel, Creative Director + Lead Copywriter
- Louis Lee, Chief Creative Officer
- Emily Lessard, Chief Strategy Officer
- Kip Helton, Senior Designer
- Kyle McCloskey, Account Director
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.
Disciplines
- Branding
- Campaign
Results
- 1.6 million impressions of the campaign since launch
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.
A brand built to grow
The visual system easily lends itself to future iterations. The City’s architecture becomes quilt-like cityscapes, perfect for figures or frames.
Collaged, animated elements
The brand comes alive on social media via animated collages.
The Results
impressions of the campaign since launch
Project Attributions and Credits:
- Travel & Tourism
- Mecca Verdel, Creative Director + Lead Copywriter
- Louis Lee, Chief Creative Officer
- Emily Lessard, Chief Strategy Officer
- Kip Helton, Senior Designer
- Kyle McCloskey, Account Director
