OUR BIG IDEA
NYC & Company asked for help inspiring travel to under-the-radar NYC neighborhoods. Bellweather's founding partners, Emily Lessard and Louis Lee, created the See Your City brand and campaign, now beloved by locals and visitors alike. The vibrant brand identity reframes lesser-known NYC neighborhoods as exotic travel destinations, pairing beautiful images with humorous copywriting and local content. We also created the social media strategy, which integrates See Your City Social Media Ambassadors and user-generated images throughout.
The branding for the campaign combines passport- and stamp-inspired logos, a vibrant color palette, and bold typography. These bold brand graphics are combined with humorous and snarky copywriting, seen in the tagline: "For some it's the trip of a lifetime, for you it's just a subway ride away." The brand voice is carried through all of the elements and is crucial for the campaign to connect with discerning locals.
The advertising campaign we created has naturally evolved into what it is today: an evergreen, user-generated, content platform. #SeeYourCity has over one million posts on Instagram and the campaign has been featured in 60+ press stories including Skift, Communication Arts, Adweek, The Epoch Times, and The New York Times.
