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.
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 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 visual system easily lends itself to future iterations. The City’s architecture becomes quilt-like cityscapes, perfect for figures or frames.
The brand comes alive on social media via animated collages.