Visit Baltimore Rebrand & Campaign
Championed by locals, built collaboratively
We set out to rebrand in order to showcase Baltimore in a new light. Almost 150 locals, business owners, and city leaders were invited into the creative process, inviting Baltimoreans to rediscover their city as well as visitors in the region to travel safely amidst the pandemic.
  • “The new brand and accompanying campaigns position Baltimore as an inclusive, exciting destination that encourages travelers to explore our neighborhoods and feel invited, welcomed and seen.”


    – Al Hutchinson, President & CEO of Visit Baltimore
  • The campaign is a collaboration between almost 150 Baltimoreans (so far!)

  • The brand campaign was launched during a global pandemic concurrently when acts of police brutality ignited global protests against racism and social injustice. The campaign goal was to never sugarcoat reality but to tell a holistic story that highlights Baltimore’s unique offerings and heritage, while celebrating the people committed to creating a better Baltimore. The local champions woven into our inclusive process, amplified the campaign — connecting to and inspiring their regional audiences.
"Beneath the Shell" Superbowl ad
Project Team
Louis Lee
Chief Creative Officer
Emily Lessard
Chief Strategy Officer
Jessie Wick
Chief Operating Officer
Kondwani Fidel
Lead Writer
Devin Allen
Lead Photographer
Early Light Media
Video Production
Kyle Cevallos
Marketing Research Associate
Qadir El-Amin
Designer
Grace Han
Senior Designer
Giancarlo Hernandez
Designer
Anamika Singh
Designer
Kyle McCloskey
Account Director
Melany Gelabert
Project Manager
Louis Lee
Chief Creative Officer
Emily Lessard
Chief Strategy Officer
Jessie Wick
Chief Operating Officer
Kondwani Fidel
Lead Writer
Devin Allen
Lead Photographer
Early Light Media
Video Production
Kyle Cevallos
Marketing Research Associate
Qadir El-Amin
Designer
Grace Han
Senior Designer
Giancarlo Hernandez
Designer
Anamika Singh
Designer
Kyle McCloskey
Account Director
Melany Gelabert
Project Manager
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We are also reachable via email at [email protected] or call us at +1 347 508 2355