Integrated Brand Campaign
My Role
Art Direction
Team
Kinshasa Wilson
Duration
4 months
Tools
Figma, Adobe Illustrator,
Adobe Photoshop,
Adobe After Effects
Overview
Shaped by French, Spanish, and African influences, New Orleans is the birthplace of jazz, the home of Cajun and Creole cuisine, and the heart of Mardi Gras and Jazz Fest. NOLA is the most inclusive, community-oriented, and energetic city in the world.
The Problem
NOLA struggles to stand out as a destination that delivers not just entertainment, but meaningful cultural experiences infused with history, connection, and community. NOLA is often overshadowed by larger, more fast-paced cities like NYC, LA, or Chicago.
The Solution
An integrated brand campaign that positions New Orleans as the best travel destination in the US for Gen Z and Millennials.
Brand Strategy
Consumer Message
New Orleans is the best destination in the US for music, food, storytelling, and connection.
Target Audience
Archetype
Primary
The Jester
New Orleans is all about celebration, fun, and bringing people together through celebration.
Secondary
The Creator
NOLA is known for innovation in art and culture, from jazz to architecture and cuisine.
Tagline
“Never say nO to a good time”
Visual Identity
Primary Logo & Concept
The redesigned logo combines a NOLA monogram with the full name of the city. The winky face and decorative typography add a playful touch, reflecting the city’s charming spirit.
Structural Analysis
Icons
Colors
The new brand colors are a refreshed take on the classic NOLA colors of green and purple, which are usually associated with Mardi Gras.
NOLA Purple
HEX #6919D0
RGB 2 13 58
NOLA Green
HEX #A9E421
RGB 12 116 137
NOLA Yellow
HEX #FFF14F
RGB 229 61 0
NOLA Pink
HEX #C23EFF
RGB 229 61 0
NOLA Blue
HEX #05136E
RGB 229 61 0
Print Ads
Social Media
Web Design
Direct Marketing
Merchandise
Outcome
The integrated brand campaign repositions NOLA as a younger, brighter travel destination, demonstrating its ability to compete with larger cities by showcasing how fun, culture, and human connection come together.