Photography - Keith Getter
Visual Identity, Print & Web Design, Multichannel Strategy, Copywriting - Opal Lynch
Brooklyn’s J’Ouvert is a cultural celebration rooted in Caribbean tradition, but its rich history has often been eclipsed by public safety concerns and negative press.
I initially joined the We Are J’Ouvert campaign as a designer within a creative coalition. Over time, I evolved into the campaign’s Creative Director, leading the development of a visual identity and multichannel strategy.
The Challenge
We needed to tell a more complete story, one that celebrated J’Ouvert’s origins, acknowledged safety efforts, and engaged the community without diluting its spirit.
Public Perception
Safety concerns overshadowed cultural importance.
Generational Shift
Younger audiences were disengaged or misinformed.
Messaging Tension
Logistical updates often felt disruptive to celebratory energy
Process & Design Approach
Visual Identity
The peace sign formed from Caribbean flags is representative of unity amongst the Caribbean immigrants and their descendants who participate in NYC's J'Ouvert every year. The brushstroke typeface references the mud, oil and paint, that some J'Ouvert revelers cover themselves in.
This became the foundation for both the print and digital campaigns.
Core Poster System
I wrote and designed a set of three anchor posters, each with a specific message.
“We Are J'Ouvert” → Cultural pride
“J’Ouvert Details” → Safety + logistics
“Celebrate and Keep it Safe” → Safety and joy
Each summer, the visuals are updated and featured on NYC.gov/jouvert, across LinkNYC kiosks throughout Brooklyn, and in printed flyers.
Paired Digital Posters
The "Dawn. The Opener" posters ran on LinkNYC kiosks through Brooklyn ahead of the core three. The first two debuted in June in celebration of Caribbean Heritage Month, kicking off NYC's carnival season. The final pair ran in July to keep the momentum strong.
The core 3 posters ran in August, just ahead of the Labor Day festivities.
Digital Presence and Engagement
Website
-
Designed and launched wearejouvert.com using WordPress & Divi
-
Built with mobile responsiveness and a clear CTA structure
-
Tracked with Google Analytics to assess reach and behavior
Newsletter Campaign
-
Managed through Mailchimp
-
Provided safety tips, cultural stories, and sweepstakes announcements
-
Used bold visuals to keep consistency with the campaign identity
Results & Impact
Website Engagement
-
4,324 total page views
-
2,365 first-time visitors
-
738 peak users on a single day, driven by direct traffic
Newsletter Campaign
-
67.6% open rate
-
13.5% click-through rate
-
Zero unsubscribes or complaints.
Tools Used
Illustrator, Photoshop, WordPress (Divi), Mailchimp, Google Analytics
Stakeholder Coordination
Successfully worked with city agencies, J’Ouvert City International, and other partners to ensure smooth execution.
Special Thanks to Yvette Rennie of J'Ouvert City International for the opportunity to share the joys of J'Ouvert and highlight JCI's many years of hard work.