The Cincinnati region has always had the goods: world-class art, passionate sports fans, rich architecture, and a proud, innovative spirit. But for too long, it hesitated to say so out loud. BLDG was brought in to help fix that. In collaboration with Cincinnati Regional Tourism and MeetNKY, we crafted a strategy and unified identity that finally gave the region the voice it deserved: bold, vibrant, and unapologetically cultural.
Cincinnati. Northern Kentucky. Southwest Indiana. Three areas with distinct identities, but one shared opportunity. Our challenge was to craft a character flexible enough to serve all three, yet unified enough to speak with one voice. The core idea became simple, memorable, and true: Cincy is the Cultural Crown of the Midwest. It gave the region permission to be proud—and the rest of the country a reason to take notice.
Through in-depth research, stakeholder interviews, and community engagement, we surfaced a richer truth: this region is one of the most culturally dense in the country. Art, food, music, innovation, architecture, sports... they're all here. And it was time to start saying so.
We brought this rich character to life via a campaign that was fun, energetic, and totally local. “That’s Cincy Culture!” became the rallying cry. It wasn’t just a tagline, it was a prompt to explore, celebrate, and share. Whether spotlighting a museum, a mural, a street festival, or a hole-in-the-wall bar with perfect chili, the message was the same: culture lives here.
Visually, the system needed range. It had to scale across billboards, banners, transit wraps, digital ads, city swag, and regional websites—all while maintaining cohesion. We created a modular identity system with a vibrant color palette and flexible type hierarchy that made room for the region’s many voices, without ever losing focus.
With a bold identity and a clear point of view, the area is finally showing off what locals have always known: this place is rich with culture, and it’s ready to claim its crown.
