City of New Orleans: Crescent City ID

What we Manage

We led the full brand development, launch, and multi-platform marketing rollout for the City of New Orleans’ new municipal ID program: Crescent City ID.

  • Full Brand Identity & Development

  • Social Media

  • Paid Media

  • Ground & Outreach Strategy

  • Creative Production

  • Strategic Partnerships

What we Created

A custom brand identity system (name, logo, type, palette, brand voice)

  1. Launch-ready social media platforms built from scratch

  2. Paid ad assets for radio, transit, digital, and print

  3. Organic content: reels, carousels, statics, stories

  4. Ground marketing tools: flyers, posters, outreach materials

  5. Visuals scaled for RTA buses, Gambit, and more

The Problem

The City needed a clear, trustworthy, and community-centered launch strategy for a first-of-its-kind Municipal ID program to serve all New Orleanians, regardless of age, housing status, or documentation. The challenge was to build visibility, credibility, and demand in just three months for a government program that had no previous brand presence, no social media accounts, and little public awareness.

The Solution

We built the Crescent City ID brand from the ground up—starting with branding, logo, typography study, and color palettes, and then developing multilingual messaging and community-grounded design across all materials. We created systems for appointment access, outreach at scale, and content that met people where they were: in barbershops, at farmers markets, libraries, scrolling Instagram, or riding the bus.

We paired high-touch outreach with high-visibility ads:

  • Partnered with over 20 community organizations for co-hosted events

  • Created a digital and physical toolkit for local orgs to plug and play

  • Designed and ran multilingual Meta ads, RTA bus ads, WWOZ radio spots, billboards, and print buys in Gambit, NOLA.com and Where Y’at

  • Designing print deliverables for mobile events including branded tablecloths, brochures, inserts, standing displays

  • Ensured inclusive access through Spanish and Vietnamese touchpoints

  • Built and grew Facebook and Instagram from zero and to an active, engaged following

2300+ IDs issued ● 131,610 Ad Reach ● 252k+ Impressions ● 45.7% Engagement ● 23.4k+ Website Visits ● 13.4k+ IG Accounts Reached ● 10.5k+ Paid Ad Clicks ● 31,709+ Post Clicks

2300+ IDs issued ● 131,610 Ad Reach ● 252k+ Impressions ● 45.7% Engagement ● 23.4k+ Website Visits ● 13.4k+ IG Accounts Reached ● 10.5k+ Paid Ad Clicks ● 31,709+ Post Clicks

The Results (75 days)