Visit Bellevue has launched a new brand identity and strategy to help better tell its story to visitors with an eye toward boosting the city’s visitor economy to a $2 billion industry by the end of 2020, the destination marketing and management organization announced.

Bellevue’s visitor economy is on pace to be about $1.8 billion this year, said Brad Jones, executive director of the organization.

The new logo is a representation of the perfect balance found in Bellevue with symbolic representation of geography and ideals essential to the area, according to Visit Bellevue. Courtesy of Visit Bellevue.

“The city of Bellevue has seen substantial and exciting changes in recent years,” Jones said. “We are a central hub of global innovation, world-class dining, shopping, and a gateway to some of the best outdoor adventure in the region. With the growth of our city, it was time to evolve the Bellevue brand to attract leisure and business travelers year-round.”

A press release from Visit Bellevue described the new identity as one that “boldly depicts the allure of aspiration through creativity, innovation, style, and the outdoors,” and is part of a strategic road map to grow the visitor industry.

Visit Bellevue hired Cubic Creative Agency of Tulsa, Oklahoma, to develop the brand. The roughly yearlong process — which included finding the firm, extensive research, creative services, and development of a three-year marketing plan that’s now being executed — cost about $150,000, Jones said.

“We talked to a lot of people — a lot of visitors, a lot of (locals) — and tried to really drill down into what Bellevue is,” Jones said.

He said what they determined is that Bellevue is a collection of experiences: It has the flare of innovation, diverse cultures, great cuisine, and style, “but all in the kind of spirit of the Pacific Northwest,” he said.

“There’s a lot of world-changing ideas and excitement around growth and opportunity, and I don’t think you get that in a lot of other communities,” Jones added. “So we try to bottle that up into this feeling of worldly, world-changing, and (being) at the edge of a lot of different things.”

The city’s new visual identity will span all mediums, whether print or digital, Jones said, but “as an organization and as a city, we’re really kind of headed toward a digital-first mentality.” Visit Bellevue still prints maps, brochures, and visitor guides, but there will be a lot more video, digital, and new-media applications to connect with Bellevue’s audience.

Visit Bellevue is enthused to execute its destination development plan, truly reflecting who Bellevue is and communicating that to the world, Jones said.

“I think we have a very good story to tell and we’re excited to do that,” he said.