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.
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 brand projects confidence and creativity through bold graphics and custom photography, telling the story of a city on the rise.
The campaign features 35 local artists, business owners, and leaders. Each model’s social handle is included, leading to further discovery and amplification.
Large-scale, bold graphics transform transit stations in Boston, Brooklyn, Philadelphia, and Washington D.C. Larger-than-life portraits and imagery invite visitors to discover Baltimore.
We also created a new locals campaign, driven by Kondwani Fidel’s Beneath the Shell poem about the City. We turned the piece into an ad run during the 2020 Super Bowl, billboards seen throughout the city, and a limited-edition letterpress posters made by the historic Globe print shop in Baltimore.
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.