Waterfront Partnership of Baltimore
What Works Studio’s comprehensive discovery, research, and brand strategy laid the groundwork for a sustained brand transformation, positioning Waterfront Partnership—and its marquee programs—as leaders in urban stewardship, community engagement, and environmental advocacy.
Client: Waterfront Partnership of Baltimore
Sector: Non-profit Association (Property Owners, Businesses, Non-Profits)
Offering: Brand Audit, Discovery & Research, Brand Strategy, Creative Execution, Digital & Print Collateral
Background & Objectives
The Waterfront Partnership of Baltimore is a coalition of property owners, business leaders, and non-profit organizations committed to the economic growth and ecological health of Baltimore’s Inner Harbor. As the steward of one of the nation’s most iconic waterfronts, the Partnership sought to elevate its brand to reflect its broad stakeholder base and future-focused vision. Key objectives included:
Refreshing the organization’s identity to showcase its dual role as an economic engine and natural habitat champion
Engaging Baltimore residents and visitors with key messages that impart the vitality of Baltimore's Waterfront
Equipping the organization with integrated collateral for awareness, advocacy, and fundraising
Discovery & Audit
Brand Audit: Reviewed all existing brand assets, communications channels, and stakeholder touchpoints to identify strengths, inconsistencies, and areas for enhancement.
Competitive Benchmarking: Analyzed peer waterfront stewardship organizations for identity, messaging, and engagement tactics.
Digital Audit: Evaluated the legacy website’s user flows and content architecture, pinpointing gaps in clarity, navigation, and conversion pathways.
Stakeholder Research
In-Depth Interviews: Conducted 15+ interviews with property owners, business operators, municipal partners, and non-profit directors to uncover priorities, perceptions, and pain points.
Surveys & Workshops: Deployed a survey and hosted two collaborative workshops to align stakeholders on core brand attributes and strategic imperatives.
Insight Synthesis: Translated qualitative and quantitative inputs into actionable insight themes, forming the foundation for messaging and positioning.
Brand Strategy & Messaging
Leveraging insights from stakeholder interviews and discovery workshops, we crafted a concise brand platform that defined the organization’s promise, values, and voice. From this foundation, we established a clear positioning framework supported by strategic pillars (Economic Impact, Environmental Stewardship, Community Engagement, Innovation) and a targeted messaging hierarchy tailored to relevant audience segments.
Creative Execution
Visual Identity: Redesigned logo and graphic system with modular elements symbolizing the intersection of urban vibrancy and natural waterways.
Website Redesign: Launched a responsive site with intuitive pathways for property partnerships, volunteer engagement, and impact reporting.
Collateral:
Annual State of the Harbor Report (interactive PDF + web microsite)
Healthy Harbor Report Cards
10th Anniversary brochures and event signage
Signature Initiatives:
Conceptualized and launched Mr. Trash Wheel and Professor Trash Wheel with full branding, narrative development, and ongoing social media management.
Conceptualized and launched Light City Baltimore—America’s first international light festival—with Waterfront Partnership as an early supporter and advisor, mobilizing city agencies, sponsors, and communities to drive urban innovation and engagement.
Branded Rash Field Park, aligning park signage, wayfinding, and events with the new identity.
Results & Impact
Identity & Digital Assets: Delivered a new brand identity, logo, and website for Waterfront Partnership, unifying brand presence across all channels.
Branding, website, and marketing materials for Waterfront Partnership of Baltimore
Branding for Rash Field Park
Mr. Trash Wheel: Developed concept, branding, and social media persona, achieving:
Discovery Channel’s #1 Story of the Year
#1 spot on Reddit front page during AMA
Featured in hundreds of publications, including National Geographic’s April 2016 print edition
1.2 million Twitter impressions in a single day
Raised >$500K for Professor Trash Wheel
Secured unsolicited $40K grant via Reddit
22K engaged Twitter followers
Now a Baltimore landmark and tourist attraction
Developed character concept for Mr. Trash Wheel
Developed character concept for Professor Trash Wheel
Light City Baltimore: Although executed as a standalone initiative, Waterfront Partnership served as an early supporter, advocate, and advisor.
What Works Studio:Conceptualized and launched the nation’s first international light festival
Drove $111.6 M economic impact over three years
Mobilized 1.3 M attendees and secured 2.9 B earned media impressions
Partnered with BGE on their 200th Anniversary sponsorship
Scaled multi‑stakeholder collaboration across city agencies, nonprofits, foundations, and corporate sponsors
Testimonial
“Light City Baltimore has unlocked forward‑thinking ideas and tools to positively impact and grow healthy, sustainable communities in a way that we’ve never experienced before.”
—Stephanie Rawlings‑Blake, Mayor of Baltimore City, 2016
