Let The Good Times Roll Festival

Let the Good Times Roll is an annual festival in Shreveport, Louisiana, celebrating Juneteenth. The objective of this comprehensive rebranding campaign was to elevate the festival's visual identity to better convey its vibrant, culturally rich, and joyful environment. The strategic goal was two-fold: deeply honor the festival's core African American audience while designing an inclusive, engaging visual language that invites the broader, multicultural Shreveport community to recognize the holiday and join the celebration. To reveal the true beauty of this historic celebration, the design process began with extensive audience research. The core creative challenge was to honor traditional African American artistic expressions while creating an accessible, contemporary visual gateway for a broader audience. The color palette is moving away from standard festival tropes. I built a rich, intentional color system of yellow, purple, red, and green. This palette draws direct inspiration from the historical and cultural significance of Juneteenth, radiating warmth, royalty, liberation, and growth. The new logo utilizes a bold, energetic acronym lockup. I selected a daring, structural font that feels grounded yet full of movement, reflecting a culture that is unapologetically fun, resilient, and expressive.