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The Work

At the heart of the new identity and campaign is a thread motif — symbolizing the interconnectedness of the community while echoing the river that flows through the city. The brand was designed to be open-source, giving residents, businesses, and community leaders the tools to express their own Baton Rouge pride in their own voice. This wasn’t a brand handed down from a boardroom. It was built to be lived in.

A City Reclaimed

The impact of the campaign reached well beyond aesthetics. By targeting adults aged 25–44, the talent pool most likely to leave, the work directly addressed one of the region’s most pressing challenges: keeping its best and brightest rooted. The refreshed identity gave that audience something they hadn’t had before: a brand that reflected their experience of the city and made them proud to claim it.

  • Reenergized the regional brand with a more emotionally resonant and culturally accurate expression of life in Baton Rouge
  • Strengthened retention messaging to the 25–44 talent pool by showcasing lifestyle appeal, community, and identity alongside career opportunity
  • Increased community participation through social-driven billboard content and personal storytelling
  • Laid the groundwork for future talent recruitment by differentiating Baton Rouge from peer cities with an authentic, culture-first brand and voice

More than a campaign, this was a civic movement, one that gave Baton Rouge a shared language, a renewed sense of pride, and a brand bold enough to match the city it represents.

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Greater Baton Rouge Economic Partnership

Better in BTR Integrated Brand Identity Campaign

Industry:
Hospitality & Tourism
Better in BTR Stickers

Greater Baton Rouge Economic Partnership

Overview

Baton Rouge has always had the pulse — it just needed a movement to match. MESH partnered with the Greater Baton Rouge Economic Partnership to do something far bigger than a rebrand: to reclaim civic pride and reawaken a city’s belief in itself. Through an integrated brand campaign and visual identity rooted in culture, community, and authentic storytelling, we gave residents, businesses, and local leaders a shared identity worth rallying around. The result wasn’t just a new look. It was a declaration.

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Services

Better in BTR pin badges scattered on a pale blue background
A poster on a brick wall showing a grid of colourful Better in BTR logo variations
A Better in BTR billboard reading Beads to Throw and Careers to Grow
A Better in BTR postcard illustrated with an alligator, beside a blue envelope

Take our partner’s  word for it

"Creating an authentic identity for Baton Rouge while also developing a brand that was accessible and open-source was no small task. I was impressed by MESH’s ability to understand our strategic goals and translate that into a campaign that felt fresh, authentic, optimistic, and distinctly Baton Rouge. Throughout the process, MESH brought creativity, efficiency, responsiveness, and a genuine passion for our mission. Their continued support and commitment to the initiative have made them feel like a true extension of our team."
– Morgan Almeida, Senior Vice President of Marketing, Greater Baton Rouge Economic Partnership
Better in BTR social panels in yellow, red and purple promoting Baton Rouge culture and careers

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Airbnb

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Visit Baton Rouge

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