Case Study: Waterfront Partnership of Baltimore Repositions the Waterfront with What Works Studio

Waterfront Partnership of Baltimore reaches 1.3 million Inner Harbor attendees with What Works Studio

Waterfront Partnership of Baltimore faced the challenge of having a scattered identity for its iconic waterfront. Its various initiatives thrived individually, but they lacked a unified story and a clear, modern brand presence that could connect them for residents and visitors. They engaged What Works Studio for help with brand identity and strategic messaging.

What Works Studio developed a new narrative and coherent visual identity that unified the waterfront's story around economic vitality, environmental stewardship, and community belonging. The studio also created the globally recognized Mr. Trash Wheel and Professor Trash Wheel characters and helped launch the Light City Baltimore festival. The results were significant, including over $100 million in economic impact from Light City, over 1.3 million attendees, and international media recognition for the initiatives, fundamentally repositioning the waterfront as a dynamic destination.

Waterfront Partnership of Baltimore