In this episode of Brand Intelligence, host William Tyree talks with Shanmathy of the Baltimore Development Corporation about Made in Baltimore, an award-winning campaign that reimagined a biannual lookbook as a storytelling platform for the city’s makers.

What started as a catalog evolved into a lifestyle-magazine experience, showcasing more than 65 local businesses across fashion, food, home goods, and wellness. Shanmathy explains how Baltimore’s mural culture inspired the campaign’s bold, immersive aesthetic, how the team built it in just three months, and why authenticity was central to its success.

Along the way, she shares the challenges of coordinating dozens of creatives, the surprising feedback from retailers, and her perspective on using AI as a tool while keeping design rooted in originality.

This conversation highlights how design can capture the spirit of a city, strengthen community, and elevate local economies.

Learn more about Made in Baltimore at https://madeinbaltimore.org/