BRAC IMPACT
In 2004, board members of the Chamber of Greater Baton Rouge had a vision for a more robust organization and set about to transform themselves from a traditional chamber of commerce to a regional economic development organization—the Baton Rouge Area Chamber (BRAC).
As part of the organization’s overall rebranding effort, the staff abandoned most of its current programming in favor of events that would communicate the new vision. One of the first things to go was the traditional annual meeting: chicken dinner, speeches, acknowledgement of board members and a band. Instead, the team shook things up. Instead, BRAC decided to have an annual event that would inspire its members, celebrate their accomplishments and honor the people making it happen.
BRAC IMPACT 2006: Revolution
For the first event, the team created a feature film: Revolution which was screened following a movie-themed cocktail party. The film featured board members talking about the revolution that was happening in the Baton Rouge area, why it came to be and what was possible.
Every parish in the region was featured and the LSU Gospel Choir provided the soundtrack with original versions of the Beatles’ hit You Say You Want a Revolution. At the end of the screening all 150 choir members made a surprise appearance surrounding the audience with the song—prompting a standing, singing, clapping celebration.
Audience members left the theater giddy with excitement—literally high-fiving one another and several screened the film for their employees.
The event surrounding the movie included theater-quality cardboard cutouts that featured board members of the Chamber. Fight Club featured all of the lawyer board members, From Beer to Eternity featured a local beer distributor and other food purveyors, and All About the Benjamins was of course the bankers.
Awards for Revolution:
2007 Telly Award
2008 Association of Chamber of Commerce Executives Excellence Award
2007 Southern Economic Development Council (SEDC) Excellent Award
Awards for BRAC Impact 2006: Revolution:
2008 ACCE Grand Award and Best In Show Award (best communication piece in the country)
2007 SEDC Superior Award
Agency Partners: Wish Picture Shows, Launch Media, MESH Design, LSU Gospel Choir
Internal Team Members: Nicole David, Angela Hardison
BRAC IMPACT 2007: LIVE
Immediately after the 2006 event, business leaders were buzzing about what BRAC would do to top it.
With more wins under its belt and the board starting to get a little swagger with their success, the team could push the limits.
The 2007 event was a take-off of Saturday Night Live starring political, community and business leaders. With a live host and musical guest (community leaders), pre-taped skits and commercials had the audience rolling with laughter while absorbing information about BRAC's accomplishments the prior year.
The event surrounding the performance was equally as spectacular. The venue was transformed into a big city subway station with floor-to-ceiling vinyls that included billboards featuring board members such as Grease and Got BRAC. And the after-party simulated a chic rooftop party.
Award for BRAC IMPACT: LIVE:
2008 ACCE Excellence Award
Award for LIVE:
2008 ACCE Merit Award
Agency Partners: Launch Media, Lamar Advertising
Internal Team Members: Nicole David, Angela Hardison
My role in BRAC Impact was to produce the messaging/communications components of the events (film, skits) and to concept and direct the accompanying creative (movie poster, billboards, invitations, etc.). I also collaborated with Nicole David on the party/celebration component of the overall events.
BRAC IMPACT 2025: TEAM SPORT
Some events mark a moment. This one marked an era.
BRAC Impact 2025 gave us an opportunity to celebrate the Baton Rouge Area Chamber's 20-year legacy in Louisiana's Capital Region — and simultaneously launch its next chapter as a rebranded regional economic development organization: The Greater Baton Rouge Economic Partnership.
The goal was to honor two decades of measurable regional success while building investor confidence in what comes next. The vehicle: a fully immersive, game-day experience built around the belief that economic development is a team sport.
The Challenge
The biggest obstacle wasn't logistics — it was narrative. Translating two decades of fragmented economic data, board leadership histories, project wins, and community milestones into a live, engaging experience required an extensive research and compilation effort before a single design decision was made.
Once the data was gathered, the harder question became: how do you make people feel 20 years of economic development? The answer was experiential storytelling — bar trivia on screens, collectible cups, trophy installations, and environmental design that let guests physically move through the region's history rather than sit and be presented to.
That challenge became the creative catalyst.
The Experience
The guest journey began at LSU's Alex Box Stadium, with shuttle transportation delivering attendees to a surprise venue reveal at Elite Training Academy — an indoor sports facility transformed from the floor up into a championship environment.
The venue became the story. Guests moved through a world built around 20 years of wins:
A mascot-led entrance tunnel greeting guests on arrival
Trophy-style displays showcasing economic development project victories
Parish-themed installations — bowling pins, flags, foam fingers, memorabilia — representing every corner of the region
A central sports bar featuring collectible stadium cups with board member names by year, program koozies, jerseys for each board member, live trivia, and a running display of BRAC wins
Tailgate food concessions, cornhole, and interactive activations
A branded Game Day-style sports desk for photos
A halftime-style reveal moment for the organization's new name and brand
The program culminated in that halftime reveal — a theatrical, coordinated unveiling marking BRAC's transition into its next era. Guests weren't just told about the future. They felt it.
Production Partners: 4thFLR, Red Six Media, Lamar Advertising, dpi, Scot Middleton
Venue Partner: Elite Training Academy
Internal Team Members: Morgan Almeida, Connor Gonzales, Katie Harris, Ricky Bryant, Lauren Fournerat, Michelle LeJeune + the entire BRACPack
“I had the pleasure of working under Lori Melancon’s direction for 2 years in the capacity of a graphic and web designer for the Baton Rouge Area Chamber. During the years of our association, I witnessed Lori’s outstanding creativity, clever resourcefulness, and genuine hard work. Lori’s creative genius inspired many successful and vibrant community events. Her award-winning art direction and exceptional communication skills helped the Baton Rouge Area Chamber stand out in the community. Under Lori’s guidance, I grew as a designer. I personally consider her a great inspiration.”