We Are J'Ouvert
Creative Direction, and Multichannel Campaign Development
Brooklyn’s J’Ouvert is a cultural celebration rooted in Caribbean tradition, but in recent years, 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 that honored tradition, improved public understanding, improved public understanding, and made space for younger generations to see themselves in the experience.
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
The campaign unfolded in layered phases, each building on the last, reinforcing consistency across visual, digital, and community touchpoints.
Visual Identity
We started with a logo that embodied the campaign’s values. A peace sign formed from Caribbean flags signaled unity while the brushstroke typeface referenced the mud, paint, and powder revelers cover themselves in, a nod to tradition with a modern finish
This became the foundation for everything else: print materials, digital rollouts, and environmental displays.
Core Poster System
I wrote and designed a set of three anchor posters, each with a specific message.
“Where Freedom Takes Center Stage”
→ Cultural pride
“J’Ouvert Details”
→ Safety + logistics
“Dawn: The Opener”
→ Energy and early-morning 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
For digital rollout, we created a parallel set of posters focused on Traditional Fancy Mas characters and Dirty Mas traditions (mud, oil, devil mas, etc.).
These pieces helped audiences understand that both forms of celebration were part of the same cultural whole.
Digital Presence and Engagement
Website
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Designed and launched wearejouvert.com using WordPress & Divi
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Built with mobile responsiveness and a clear CTA structure
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Tracked with Google Analytics to assess reach and behavior
Newsletter Campaign
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Managed through Mailchimp
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Provided safety tips, cultural stories, and sweepstakes announcements
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Used bold visuals to keep consistency with the campaign identity
Results and Impact
Website Engagement
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1,778 total page views
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865 first-time visitors
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738 peak users on a single day, driven by direct traffic
Newsletter Campaign
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67.6% open rate
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13.5% click-through rate
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Zero unsubscribes or complaints.
What I Learned
I’ve learned that a strong campaign framework needs room to evolve. The original logo was revised after year one for legibility, and our messaging continues to adapt in response to feedback from city partners, community members, and now survey data.
What began as a poster series has grown into a living system, shaped by platform needs, cultural sensitivity, and the realities of collaboration.
Takeaways
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Build visuals that scale across formats and audiences
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Track what resonates, and revisit what doesn’t
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Make room for both tradition and real-time input
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.
All campaign photography has been donated by Keith Getter.