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Visit Baltimore Rebrand + Campaign

An unapologetic brand and campaign for the people, by the people

  • Best Use of Design - City Nation Place Awards 2020

Bellweather led the research, strategy, rebrand, as well as new destination campaign and website for Visit Baltimore. We invited 150+ locals, business owners, and city leaders into the creative process, resulting in a brand that was beloved from the start. Our creative collaborators are also Baltimore natives: writer Kondwani Fidel is lead copywriter and local artist Devin Allen (known for his Time magazine covers) is lead photographer.

The Results


increase in total website users on Baltimore.org since campaign launch

Project Attributions and Credits:

Sector
  • Travel & Tourism
Disciplines
  • Branding
  • Campaign
  • Research + Strategy
Client Visit Baltimore
Team
  • Louis Lee, Chief Creative Officer
  • Emily Lessard, Chief Strategy Officer
  • Kyle McCloskey, Account Director
  • Melany Gelabert, Project Manager
  • Kyle Cevallos, Marketing Research Associate
  • Qadir El-Amin, Designer
  • Grace Han, Designer
  • Kip Helton, Designer
  • Anamika Singh, Designer
  • Giancarlo Hernandez, Junior Designer
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Visit Baltimore Rebrand + Campaign

An unapologetic brand and campaign for the people, by the people

  • Best Use of Design - City Nation Place Awards 2020
Visit Baltimore Rebrand + Campaign
We set out to rebrand in order to showcase our city in a new light… We’re on a mission to help first-time visitors fall in love with our city and for local residents to feel a sense of pride in the place they call home.
Al Hutchinson
President & CEO of Visit Baltimore

Press and public response

The response has been overwhelmingly positive, including coverage in the Baltimore Sun and AdWeek. Launched during a global pandemic concurrently when acts of police brutality ignited global protests against racism and social injustice, the goal was to tell a holistic story that highlights the City’s unique offerings and heritage, while celebrating the people committed to creating a better Baltimore.

With Baltimore’s Black population of more than 60%, it’s about time that members of this key demographic get to promote their hometown. The effort is rare in the nation and bucks a tainted perception of the city, say backers and experts. And if it works — there are early signs of promise — the campaign could be a first step in recovering from the pandemic’s hit to local tourism.
Baltimore Sun

The Results


increase in total website users on Baltimore.org since campaign launch

Who we talked to:


minutes of interviews with seven top city officials

local leaders, community members, small business owners, and stakeholders participated in our Brand Workshops

responses from travelers in two digital surveys

responses from local businesses and non-profits in a digital survey
Project Information
Learn about Our Process