Bellevue’s new brand invites travelers to “Unexpect It” in Washington’s most surprising city

Visit Bellevue, the official destination marketing organization for Bellevue, Washington, unveils a bold new tourism brand identity and campaign in partnership with creative agency 62ABOVE. The rebrand reflects Bellevue’s evolution from a quiet tech and innovation hub into a modern, globally connected basecamp city for Seattle and Pacific Northwest travel. The brand launch kicks off with a new campaign, “Unexpect It,” to capture the spirit of a city that consistently defies expectations – perfectly positioned between lakes and mountains for easy access to wonder and nature, while offering refined city experiences like a bustling restaurant scene, plush new hotels, and world-class retail and entertainment.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250724456312/en/

From left to right: Erik Dargitz, Creative Director at 62ABOVE; Belle the Bobcat, Visit Bellevue's beloved mascot; Chelsea Edwards, Director of Strategic Partnerships at 62ABOVE; and Brad Jones, Executive Director of Visit Bellevue, are all smiles at the brand launch event hosted on July 23, 2025 in Downtown Bellevue, Washington.

“Bellevue has transformed in ways that even locals are still catching up to,” says Brad Jones, Visit Bellevue’s Executive Director. “This brand reflects Bellevue’s pulse – creative, global, welcoming, and constantly evolving. It’s a place where culture is celebrated, community is strong, flavor is savored, adventure is invigorating, and discovery is around every corner. Our research suggests that there’s only one way to experience Bellevue: Unexpect It.”

A SPIRIT OF INNOVATION:

The announcement comes at a pivotal moment for the destination, following its strongest tourism year to date in 2024 and a remarkable wave of growth. In the past year alone, Bellevue has welcomed 80 new restaurants, the region’s first InterContinental hotel, and new experiences like an award-winning walking food tour, culinary weeks, electric lake cruises, and a downtown recreation center offering easy access to kayaking and paddleboarding. Rooted in its tech-forward DNA, Bellevue is a city built with intention - where innovation isn’t just part of the past, but a driving force behind the future. Every detail of the visitor experience reflects years of thoughtful planning and a deep connection to Pacific Northwest values, ultimately creating a destination that provides walkability, sustainability, and accessibility for all. From The Bellhop, the city’s all-electric rideshare program, to its ambitious goal of becoming carbon-free by 2040, Bellevue is leading by example. That momentum continues with the launch of the East Link light rail in 2026, just ahead of the FIFA World Cup, which will connect Sea-Tac Airport, Downtown Bellevue, and Downtown Seattle in minutes. Together, these efforts are transforming Bellevue into one of the most connected, car-free, guilt-free, sustainable travel destinations in the country. The new brand arrives right on time to reflect that vision.

A BOLD NEW LOOK: LOGO & BRAND IDENTITY

As part of the rebrand, Visit Bellevue introduces a new logo that honors the city’s roots while looking boldly to the future. Inspired by Bellevue’s identity as “a city within a park”, the design blends clean modern fonts with a handwritten script, capturing both its role as a thriving tech hub and its laidback, nature-connected lifestyle. Subtle illustrations of mountain peaks, evergreen trees, and a guiding compass rose reflect Bellevue’s unique position as a gateway to adventure with easy access to Greater Seattle, three national parks, ferries and islands, Washington wine country, and endless outdoor pursuits. The result is a visual identity that mirrors the destination: innovative yet grounded, sophisticated yet approachable, and always inviting exploration.

“Working with Visit Bellevue is an incredible opportunity for 62ABOVE. We can’t wait to showcase the city’s incredible story through a powerful brand narrative that resonates with both locals and visitors alike,” says Greg Carson, President and COO of 62ABOVE. “Bellevue is a city rich in innovation and natural beauty. Together, we will create a brand that reflects the destination's unique character.”

A FRESH NEW MESSAGE: UNEXPECT IT

Bellevue’s new brand rollout launches with a new campaign: Unexpect It.

After months of research and community input, one theme rose to the surface: Bellevue surprises people. The new message captures what travelers consistently say after visiting the destination—that it defied their expectations and delighted them with the unexpected at every turn. From its dynamic dining scene and lush parks to its welcoming local spirit, visitors are continually amazed by all they find here. This spirit of discovery and surprise now anchors the destination’s story. The new messaging will unfold across digital, social, print, and experiential platforms, inviting travelers to explore a city that balances the energy of a global hub with the calm of the Pacific Northwest.

That same spirit is brought to life in the newly reimagined Mobile Welcome Center, now called The VueFinder, An UnOrdinary Welcome Center. This mobile extension of the brand is designed to meet visitors where they are—whether at local events, parks, or busy downtown corridors. With a playful and people-first approach, the VueFinder helps travelers uncover a place where upscale experiences are approachable, natural beauty is always nearby, and the atmosphere feels warm, inviting, and intentional.

STAY CONNECTED:

Discover travel tips, exclusive offers, and expert insights to help plan your perfect Bellevue getaway. For the latest news, inspiration, and accommodation options, visit www.visitbellevuewa.com.

About Visit Bellevue:

Visit Bellevue Washington (VBW) is Bellevue’s official Destination Management Organization (DMMO), representing the city’s hotels, the Meydenbauer Convention Center, and the Bellevue hospitality community, and is funded by the Tourism Promotion Area (TPA). A safe, walkable, and easily accessible city, Bellevue provides a vibrant fusion of welcoming hotels, restaurants, nightclubs, lively culture, outdoor recreation, and world-class shopping. Surrounded by pristine natural beauty with big-city amenities, Bellevue offers a wide variety of entertainment experiences and is home to innovative global corporations. Follow Visit Bellevue on social media @visitbellevue and join the conversation.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250724456312/en/

“Bellevue has transformed in ways that even locals are still catching up to,” says Brad Jones, Visit Bellevue’s Executive Director.