The 18th Ward

Project

The city of New Orleans is divided into 17 wards. In addition to being geographically separate, they are also separated by race, class, and level of access to resources. The 18th Ward is where children from across the city play together.

The 18th Ward is a New Orleans-based nonprofit that builds community and promotes equity through high-quality sports programming and workforce development. L+R worked with The 18th Ward to better articulate their brand strategy and created a new brand identity for them inspired by sports iconography and the distinct colors and architecture of New Orleans homes.

Year

2023

Learnings

As The 18th Ward is a nonprofit making the most of precious resources, it was important to create a brand that was impactful yet easy for their team to work with on their own. In response, we created a brand system that was easily replicable in open source tools like Canva, and incorporated free typefaces and imagery to make sure they’d always have assets in reach. We also chose a New Orleans inspired color palette that could coexist with and elevate their existing photo assets.

Credits

L+R

Brand Strategy:
Julia Keller
Amy Keohane

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Delivery Manager:
Valerie Rabot

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Design Lead:
Jenny Rudziensky

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Design:
Aldana Medina
María Fernanda Quevedo
Jenny Rudziensky

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Strategy Lead:
Sonia Shah 
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The 18th Ward

Lauren Hammond

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