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Decorative feathers from Brooklyn's Labor Day Carnival
A peace sign that includes the flags of Caribbean countries with "We Are J'Ouvert" in brush script.
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We Are J'Ouvert

Visual Identity, Art Direction, and Multichannel Campaign

The We Are J’Ouvert campaign was developed to reframe the narrative around Brooklyn’s J’Ouvert celebration, promoting its cultural significance while addressing safety concerns. As Creative Director and Brand Marketing Consultant, I led the creation of a visual identity and multichannel outreach strategy that honored the event’s traditions while engaging modern audiences.

Key Challenges

  • Public Misconceptions
    Safety concerns often overshadowed the event's cultural importance.

     

  • Engaging Younger Audiences
    Attracting participation without compromising tradition.

     

  • Clear Communication
    Delivering safety and logistical updates in a way that supported—not disrupted—the celebratory spirit.

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Solutions and Campaign Execution

The campaign used a multi-channel strategy that combined creative design, digital outreach, and community engagement to achieve its objectives. Each phase of the campaign built on the previous, ensuring consistency in messaging and outreach.

Logo Design & Visual Identity

  • The peace sign logo was developed first, incorporating Caribbean flags to symbolize unity across communities. The brush stroke font was evocative of the mud, oil, and paint revelers cover themselves in. This logo became the foundation for the campaign’s visual identity.

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​Poster Campaign

  • Three Core Posters serve as the campaign’s visual anchor, reinforcing cultural, safety, and logistical messages.

  • Featured year-round on NYC.gov/jouvert and updated annually in August.

  • Adapted for print materials and displayed on LinkNYC kiosks throughout Brooklyn every August to maximize visibility.

    • "We Are J’Ouvert: Where Freedom Takes Center Stage"
      Highlights the event’s cultural significance and celebration of freedom.

    • "J’Ouvert Details"
      Provides essential safety and logistical information.

    • "Dawn: The Opener"
      Celebrates the energy of the early morning start.

The 2023 We are J'Ouvert Poster on a LinkNYC Kiosk on Nostrand Avenue.

​Paired Digital Posters

  • Designed paired posters exclusively for digital platforms to complement the Core Posters.
     

  • Focused on Traditional Fancy Mas and Dirty Mas, showcasing both as integral carnival characters.
     

  • Targeted digital outreach to engage local audiences while honoring tradition.​

Digital Presence and Community Engagement

  • Website - wearejouvert.com
    Built on WordPress using the Divi theme, with visitor engagement tracked through Google Analytics.

     

  • Newsletter Campaign
    Managed through Mailchimp, delivering quarterly updates on safety, cultural history, and sweepstakes announcements.

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Results and Impact

  • Website Engagement

    • 1,778 total page views

    • 865 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.
       

 

 

 

Stakeholder Coordination
Successfully worked with city agencies, J’Ouvert City International, and other partners to ensure smooth execution.

All campaign photography has been donated by Keith Getter.

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