For this project, I developed a tourism campaign for Baltimore, Maryland, with a focus on shifting the narrative away from negative stereotypes and highlighting the city's rich culture and attractions. My approach centered on incorporating the blue crab, a well-known symbol of Baltimore and the Heart of Baltimore street art piece, to visually represent the city's authentic spirit. Through research, I found that perceptions of Baltimore vary drastically based on personal experience and background, with a strong contrast between the perspectives of the Black and brown communities versus outsiders who often romanticize the city. My strategy was to create a campaign that speaks directly to the local community while also showcasing the city’s vibrant, underappreciated aspects to visitors. The campaign used bold, engaging visuals and slogans like "Crabs and Cartwheels" and "Places to Be, People to See" to create a dynamic, inviting message. I designed advertisements that aimed to “blow your socks off ,” bringing energy and excitement to Baltimore’s tourism branding. The final deliverables included posters, social media graphics, and promotional materials that highlight the city's art, culture, and famous seafood in a way that resonates with both locals and tourists.
