City of Baton Rouge

Show young professionals what makes Baton Rouge "BTR."

Help Baton Rouge compete for talent with other mid-sized cities that benefit from stronger national reputations.

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Talent attraction in its most authentic form.

Baton Rouge faces real challenges in attracting and retaining young professionals. Persistent perceptions of limited career opportunities, weak infrastructure, high crime, underperforming schools, and a lack of inclusivity have shaped how the city is viewed from the outside. These perceptions place Baton Rouge at a disadvantage compared with rising mid-sized cities such as Tulsa and Knoxville.

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BTR = Baton Rouge.

The city needed a visual identity that would resonate with ambitious professionals seeking meaningful careers and authentic community. Instead of inventing something new, the answer was already part of the local vernacular. Residents had long referred to the city simply as BTR. The identity builds on that shorthand, transforming it into a symbol of connection, pride, and opportunity.

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