The Opportunity

Part of the Seattle metropolitan area, Bellevue needed to compete with highly desirable destinations in the Pacific Northwest. How could we help them authentically differentiate as a place brand?

The Strategy

We had a clear goal to revitalize the city’s brand to attract more visitors — from regional getaways and staycations, to national travelers spending a week in the city. As we embarked on our quest, the Bellevue brand became as clear as the waters of the mighty Northwest.

Bellevue is built for a global audience looking for a curated collection of elevated experiences — from the restorative power of the outdoors to the anticipation and excitement of world-changing ideas to the sensory exploration of fashion, art, and cuisine.

We took Visit Bellevue to “The Edge” — where tech innovation, high luxury, outdoor adventure, and upscale dining converge — with an aspirational brand identity and advertising campaign for this inspiring city.

The Results

Our in-market immersion helped us craft a refined brand identity for this unique, sophisticated community in the Pacific Northwest. That work has helped the city build an effective visitor attraction program — which includes interactive vehicles, multimarket signage, influencer videos, and regional and national campaigns — with consistent, sustainable marketing messages across all media and brand touchpoints.