Mikel McCavana

New Orleans Rebranding

New Orleans Rebranding


Rebranding New Orleans as a home for a new generation of inventors.


Graphic Design & Branding


Tourism is a huge industry in New Orleans, but to continue the revitalization that began after Hurricane Katrina, the city needs more than once-a-year visitors. To continue growing and thriving, New Orleans needs to attract new residents to put down roots, build business, and start families.

To appeal to a new generation of young entrepreneurs, start-up dreamers, and side-hustlers, I drew on New Orleans' history of improvisation, inventiveness, and infectious optimism.  I took inspiration from the angular shapes of the melody to Basin Street Blues – an iconic jazz standard about the famous street in the Big Easy – to craft a logo and brand campaign that felt classic and dynamic at the same time.