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.
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
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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 & Impact
Website Engagement
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4,324 total page views
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2,365 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
A strong campaign framework needs room to evolve. The original logo was revised after year one for legibility, and messaging continued to adapt in response to feedback from city partners and community members.
Initially, the logo and posters were a part of a campaign looking to preserve a cultural tradition during a time of opposition. After the visual brand was established, we then had the time to think about what success looks like for this campaign and how could that be measured?
Takeaways
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Build visuals that scale across formats and audiences
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All of the work was pointless without a system for measuring impact
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Campaigns are powered by people, staffing is a major constraint
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.
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.