Private-sector leaders focused on economic growth are set to reintroduce the Baltimore region to the nation and across the globe to attract investment.
After a two-year planning and studying process, they’ve picked the language and theme they will use, focusing on a two-word phrase they hope captures the spirit and energy of the region: Bold moves.
The branding vision was unveiled this week by the Greater Baltimore Committee, which represents more than 400 organizations and backs policies promoting private-sector growth.
Bold moves, GBC leaders as well as supportive elected officials say, captures the essence of a place that built the first mile of railroad and the first festival marketplace in the Inner Harbor and is now tackling a vacant housing challenge.
The region, its champions say, is agile, fearless and hopeful—which adds up to bold.
“The launch of this new regional economic brand is not just about redefining how we tell Baltimore’s story—it’s about reinforcing our commitment to creating opportunity, attracting investment, and building a more competitive and inclusive economy,” said Gov. Wes Moore in a statement.
The branding reveal marks a major milestone of the revamped Greater Baltimore Committee, which merged with the Economic Alliance of Greater Baltimore in May 2022, and announced Mark Anthony Thomas as new president and CEO in December 2022.
Thomas called the new brand “a call to action,” and “a platform to build on.”
Thomas oversaw the two-year project, which cost roughly $400,000. The GBC retained place-making consultants Resonance Consultancy Ltd., in partnership with Ipsos and Timbre Strategies, to manage the project. Resonance has worked on branding projects for places such as Brussels, Los Angeles, San Diego and Houston.
Consultants analyzed a dozen peer and “aspirational” regions to identify Baltimore’s relative advantages, including San Francisco, Seattle, Austin, Houston, Nashville, Atlanta, Charlotte, Indianapolis, Columbus, Detroit, Pittsburgh and Philadelphia.
The Baltimore regional brand needs to convey a unique story, not one owned by competing regions, the consultants said. For example, Nashville touts its growth and welcoming nature, while Columbus markets itself on affordability and Charlotte promotes its quality of life, safety and innovation.
A series of discussions and surveys over many months distilled Baltimore’s strengths: progressive, unapologetic, authentic, daring and resilient.
“Our research and interviews revealed a consistent theme: Baltimore makes bold moves others don’t,” said Jeremie Feinblatt, vice president for strategy at Resonance. “This brand is about embracing that momentum and inviting others to invest in the region’s future.”
“Bold moves tells a story of progress,” said Lakey Boyd, the GBC’s chief economic officer. “We are unapologetically ourselves. Future favors the bold.”
The consultants also distilled some key themes: the Baltimore region’s private sector leaders need to be better advocates and stop defending and start promoting.
The initiative also identified three primary sectors of opportunity for regional economic growth: technology and life sciences; advanced manufacturing and creativity and culture.
“Nobody does more basic research in the world,” said Ken Malone, a co-founder of Early Charm Ventures, who spoke at the launch event.
Next steps include turning the brand—with is striking yellow color (hex #ffcf23 for design nerds) and distinctive typography developed by Resonance creative director Dominic Prevost—into assets like trade show materials, billboards and more, along with training of “ambassadors” who can help promote the Baltimore region.
In addition to the brand unveiling, GBC also highlighted key data from its 2024 Annual Investment Scorecard, which tracks major economic deals across Baltimore’s six-county region and Baltimore City. The data showed:
• $4.45 billion in announced investments deals
• $3.9 billion in 147 announced development deals
• $569 million in 85 venture capital announced deals
• 11,519 direct jobs with an estimated $2.34 billion in labor income generated
