Outcomes
A brand and campaign for the relocation of the CIAA basketball tournament to Baltimore that helped extend the partnership through at least 2029.
CHALLENGE
The Central Intercollegiate Athletic Association (CIAA), America’s oldest historically Black athletic conference, chose Baltimore to host its basketball tournaments starting in 2021. For the city, the move carried significant economic and cultural opportunity: a $50 million projected impact, ongoing partnership with HBCU communities, and a moment to position Baltimore as a long-term host.
The challenge sat in the framing. Baltimore already knew CIAA from the conference’s long history. What the city did not yet have was a clear way to show the tournament’s economic and cultural significance to local businesses, students, and HBCU alumni in advance of the first season.
APPROACH
We developed an electrified brand and campaign that celebrated both the heritage of the CIAA and the vibrancy of Baltimore. The identity fused motion, energy, and cultural pride—setting the stage for a dynamic tournament experience and the inaugural CIAA Virtual Vibe: Tournament Edition. The campaign’s success helped cement the CIAA’s long-term partnership with Baltimore, with the brand system we created still in use today.
What We Delivered
A brand and campaign for one of Baltimore’s most significant cultural and economic partnerships.
CREATIVE
Electrified brand strategy and identity ready for partner use
Brand identity built to project energy and excitement, with campaign design and creative across activation surfaces. Ancillary events like the CIAA Virtual Vibe: Tournament Edition experience, quickly picked up the brand for experiential activations. Audience strategy across HBCU students and alumni, Baltimore business community, and citywide audiences.
BUILD
Multi-channel production for a multi-partner campaign and a experiences
Production across the brand, campaign, and the virtual tournament-week activation. Coordination across Visit Baltimore, the CIAA, and partner audiences. Assets designed so each partner could carry the campaign into their own community channels.
