OUR BIG IDEA
Bellweather led the relaunch of Baltimore's BoP Pass, 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 also wrote and recorded the voice over in the radio spot.
Bellweather led the relaunch of Baltimore's BoP Pass, celebrating the City’s Black heritage and culture. We collaborated with Baltimore poet Mecca Verdell, blending Verdell's poetry with visuals of the City's museums, stores, and history.
Strategy Deliverables
Audience Strategy
Campaign Strategy
User Journeys
Website Strategy (UX)
Creative + Development Deliverables
Campaign Design
Copywriting
Digital Design (UI)
Production-Ready Assets
Video & Photography Production
The brand system transform's the City's architecture into quilt-like cityscapes, perfect for figures or frames.
