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 term “bop” is layered and bespoke to Baltimore, serving as the acronym for the pass's full name, “Bridging our People,” and a colloquial expression for a “long walk” within the city. Renowned poet Afaa Michael Weaver's creation of the Bop poetry form deepens its cultural resonance, addressing and resolving writer's problems within three stanzas. Verdell's contribution extends to the radio spot's voiceover.
By collaborating with Baltimore poet Mecca Verdell, we were able to blend her poignant words with vibrant 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.
