BATON ROUGE, La. (October 10, 2025) – Baton Rouge Area Chamber (BRAC) last night announced an organizational rebranding, transitioning to the Greater Baton Rouge Economic Partnership. The new identity was unveiled before a gathering of business and community leaders at the BRAC Impact presented by Kean Miller event, marking the organization’s 20th anniversary as a regional economic development organization (REDO).
“This rebrand reflects both our legacy and our ambition,” said Lori Melancon, president & CEO of The Partnership. “The new brand is inspired by a kaleidoscope, symbolizing how shifts in policy, positioning, perspective, and partnership can unlock new patterns of possibility and growth across our communities. As The Partnership, we now have a stronger, clearer platform to communicate our region’s strengths, attract critical investment, and accelerate opportunity for every parish we serve.”
Since its inception as a REDO in 2005, the organization—with its partners—has strengthened the Capital Region’s economy, delivering more than 220 project wins and securing over $45 billion in new capital investment as well as $1 billion of new annual payroll. Beyond recruitment, the organization has championed policy changes and initiatives that have expanded educational and workforce opportunities, strengthened regional infrastructure, and helped foster an environment where businesses and families can thrive.
“The organization’s mission and team haven’t changed—only our identity has been sharpened,” said Nial Patel, Chairman of the Board of Directors. “This rebrand reflects the simple truth that we are stronger when we work together. The Greater Baton Rouge Economic Partnership gives us a refreshed platform to better communicate our work, speak with one unified voice, and deliver tangible results that uplift every parish across the Capital Region.”
The organization’s refreshed brand, regional assets, and resources designed by Red Six Media are showcased on the new website.
About The Greater Baton Rouge Economic Partnership
The Greater Baton Rouge Economic Partnership (formerly the Baton Rouge Area Chamber) is the regional economic development organization for Louisiana’s nine-parish Capital Region. The Partnership’s mission is to accelerate economic opportunity by building the talent pipeline, diversifying the region’s industry base, fueling growth across every parish and enhancing the competitiveness and livability of the Baton Rouge area. Learn more at greaterbatonrouge.org.
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