New Orleans, Louisiana is a niche all its own as it is a place full of life and culture like no other city in the world. Its one-of-a-kind personality is created by the people there, both locals and visitors, and is something to be celebrated.  Therefore, the uniqueness and vibrance of the city and its people were the driving force in creating this new identity. This re-brand should highlight the personality of New Orleans through bright colors, layering of elements and interesting photography. It should exude vibrance, resiliency and a European aura in order to promote and create positive assumptions of this incredible city.