Case Study: Greater Baton Rouge Economic Partnership strengthens civic pride and talent retention with MESH

Greater Baton Rouge Economic Partnership reenergizes Baton Rouge's brand for 25–44 talent with MESH

The Greater Baton Rouge Economic Partnership faced the challenge of retaining its young adult talent pool and reigniting civic pride in the region. They partnered with the agency MESH for an integrated brand identity campaign to address these issues and create a shared identity for the community.

MESH developed a culture-first brand campaign and visual identity for Baton Rouge, symbolized by an interconnected thread motif. The open-source brand gave residents and businesses tools to express their own pride, transforming the initiative into a civic movement. The work by MESH successfully reenergized the regional brand, strengthened retention messaging to the key demographic, increased community participation, and laid the groundwork for future talent recruitment.

Greater Baton Rouge Economic Partnership