CASE STUDY > GREATER BATON ROUGE ECONOMIC PARTNERSHIP
MEET THE
PARTNERSHIP.
Rebranding the driver of economic development across Louisiana’s Capitol Region.
The Opportunity
Capitalize on the next 20 years of economic opportunity.
In 2005, the Chamber of Greater Baton Rouge transitioned into the Baton Rouge Area Chamber (BRAC), marking a shift toward regional economic development. This rebranding marked the start of the organization’s role as a regional economic development organization (REDO). Twenty years later, in 2025, Red Six Media was tasked with helping them rebrand once again to usher in the next generation of business and economic wins for the region. As the Greater Baton Rouge Economic Partnership, they continue to accelerate economic opportunity for the entire nine-parish region with a stronger brand and clearer voice to share the story of the area’s growth and momentum.
THE INSIGHT
Economic development is a living kaleidoscope
In the Greater Baton Rouge area, diverse strengths across essential industries converge to create a vibrant, ever-evolving business landscape. Just as a kaleidoscope reveals intricate, symmetrical patterns through the interplay of varied elements, The Partnership’s new visual identity reflects how small shifts in the region’s positioning, partnerships, resources and institutions can open new pathways to progress.
HOW WE MADE IT SIXY
Custom icons, constant motion, cohesive messaging
First, a vibrant color palette and custom icons provide The Partnership with a dynamic brand adaptable to its target sectors. Next, animation and motion design are constant reminders of the action-oriented nature of the organization and the ever-changing environments that shape economic development opportunities. Finally, a smart messaging system that reinforces the brand’s emphasis on partnership brings a consistency and cerebral quality that brings out the best in the brand.
CREATING HAPPINESS
Economic development through a new lens.
The transformation from BRAC to the Greater Baton Rouge Economic Partnership was more than a name change — it was a strategic repositioning for the next era of regional growth.
The new brand clarified the organization’s role as the unifying force behind nine parishes, strengthening its ability to communicate with site selectors, corporate leaders, elected officials, and community stakeholders with one cohesive, confident voice.
Upon launch, the response was immediate. Local stakeholders connected with the new name, visual identity, and messaging system in a way that felt both aspirational and authentic. The brand struck the right balance: honoring the region’s legacy while signaling bold momentum for the future.
Internally, The Partnership team embraced the transformation with enthusiasm. Leadership was effusive in their praise, noting how clearly the new brand captured their mission and ambition. Marketing did an outstanding job utilizing the new brand assets to roll out the brand across social media, email and printed materials. What had once been an organization known primarily by an acronym became a movement with a defined purpose and a powerful presence.
The website experience now matches the scale of the region’s opportunity, offering a modern, intuitive platform to tell the story of growth and competitive advantage.
Most importantly, the rebrand positioned The Partnership to compete at a higher level regionally, nationally, and globally, equipping the team with the clarity, confidence, and tools to drive the next 20 years of economic opportunity across Louisiana’s Capital Region.
An award-winning rebrand and website.
GOLD ADDY – B2B Website
SILVER ADDY – Brand Identity Campaign
SILVER ADDY – Logo Design
Six-Star Review
“I’ve led rebrands and website projects in Colorado, Virginia, and beyond. The way your team has shepherded the process and set up conversations has been so successful and such a delight to be a part of. You all have something really special. The website looks incredible — it’s a complete transformation. It’s been such a successful partnership, and I’m just thrilled with where we are. We’ve gotten so much positive feedback about the site and the creative. People are really connecting with the kaleidoscope metaphor — they love it, they understand it. You don’t always get the chance to tell people the meaning behind a mark, but the way you brought that story to life, with your magic for storytelling, has made such a difference. It’s helped us launch the brand so successfully. Everyone I talk to says, ‘We love it. It’s so good. It looks great. It feels right. It hits the right notes. We see ourselves in it. To me, that’s a grand slam — on top of a home run, on top of a touchdown.”
Lori Melancon
President and CEO,
The Greater Baton Rouge Economic Partnership
