Challenge
Bellevue, Washington needed to differentiate their tourism offerings from the highly competitive Pacific Northwest region. Their newly created Visit Bellevue department partnered with Cubic Creative to develop a brand identity, advertising campaign and marketing strategy.
Solution
We implemented our brand planning and immersion process to discover what makes Bellevue unique and to identify those who would be attracted to Bellevue’s offerings. The result? Bellevue is for a global audience looking for a curated collection of elevated experiences—from the restorative power of the outdoors, the anticipation and excitement of world-changing ideas, the sensory exploration of fashion, art and culturally inspired cuisine. Brand Identity The new Visit Bellevue identity system is an expression of our community spirit, our long-range vision and our love of nature. Our logo is a visual representation of the perfect balance we find in Bellevue, our unique duality between the natural and the built environment —inside and out. Marketing Strategy For a global audience seeking a curated collection of elevated experiences, Bellevue, Washington encompasses the beauty and restorative power of the outdoors, the anticipation and excitement of world-changing ideas, and the sensory exploration of fashion, art and culturally inspired cuisine. We are a premier destination built by futurists, rooted in the spirit of the Pacific Northwest that places every visitor on the verge of creativity, innovation, and style—where the allure of aspiration touches everyone we meet. Bellevue is a city on the cusp of nature, of Seattle, of technological achievement. It’s a city of sharp edges, from the pixels used to build the next great mobile app to the modern, angular architecture that houses its creators. From the dividing line between the cosmopolitan found in its city limits to the magnificent natural beauty in its backyard. Bellevue’s assets straddle the edge where modern urban appeal–high-end shopping, dining, entertainment, a carefully designed and planned city–and the natural beauty and adventure of the great outdoors meet. To this end, this concept takes ownership of the word ”edge” and redefines it as uniquely Bellevue–a sharp boundary of convergence where tech innovation, high luxury, outdoor adventure, and upscale dining meet. Bellevue: Welcome to the edge of the world.
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