The City of Monroe, Louisiana is rich in culture, growth, and creativity. In partnership with the Monroe Chamber of Commerce, Kinetix helped launch the “It’s a Beautiful Day” campaign — a grassroots marketing initiative designed to inspire pride, promote economic development, and energize the local community.
From the start, the Chamber strategically enlisted the help of Leaders of Change — influential voices and community game changers — to tell Monroe’s story and amplify its message across industries. Through branding, creative design, and strategic promotion, the campaign has become a catalyst for civic pride and business engagement across Northeast Louisiana.
The Challenge: Countering Civic Apathy with Purposeful Marketing
Chamber leadership, led by President and CEO Roy Heatherly, identified a growing need to reshape Monroe’s narrative. The campaign had two core goals:
- Strengthen community pride — encouraging residents to celebrate Monroe’s strengths and unique identity.
- Empower the city to “own its story” — creating a unified narrative that reflects Monroe’s creativity, history, and potential.
To bring this vision to life, the Chamber needed a partner to help define its voice, design a visual identity, and execute a multi-channel message that was both creative and community-first.
The Solution: A Creative Campaign Centered on Storytelling
Kinetix collaborated with the Monroe Chamber of Commerce to roll out a fully integrated campaign that included:
- Visual Branding: A vibrant, hand-drawn mural celebrating Monroe’s identity
- Media Planning: A rollout strategy across radio, outdoor, print, and digital platforms, with strategic placement during Super Bowl weekend in New Orleans to drop messaging in key areas across Louisiana
- Community Engagement: Mural unveiling events, social media hashtags, and public storytelling
- Creative Direction: Illustrations, iconography, and messaging aligned with local culture
- Digital Campaigns: Launch of www.moreinmonroe.com along with targeted campaigns to educate on city initiatives, gig economy opportunities, Leaders of Change impact, and “More in Monroe” lifestyle content
By bringing their marketing expertise to the table, Kinetix helped ensure the “It’s a Beautiful Day” campaign reached a wide audience and effectively communicated its positive message.
At the heart of the project was the Beautiful Day Mural, unveiled at Monroe Regional Airport. The design, led by Creative Director Amanda Chenevert, visually represented the region’s history, innovation, education, and people.
“Each of these little illustrations was hand-drawn with love. We wanted a piece that felt fun, authentic, and meaningful to the people who call Monroe home.”
— Amanda Chenevert, Creative Director, Kinetix
Impact and Results: A Campaign That Inspired Community Connection
The results of the campaign extended far beyond marketing metrics. It sparked conversation, creativity, and optimism throughout the region.
Key highlights include:
- Hundreds of social shares using #MonroeMural
- Stronger member engagement with the Monroe Chamber of Commerce
- Broad recognition of the mural and campaign as a symbol of unity
- Public praise from local government, business leaders, and citizens alike
“This campaign has positively influenced all levels of our community. It has transformed the way we see ourselves and our potential.”
— Matt Dickerson, Northeast Louisiana Manufacturing Alliance
“The mural represents what makes Monroe extraordinary. It welcomes visitors and residents alike, and reminds us of the beauty and potential in our city.”
— Mayor Friday Ellis, City of Monroe
Long-Term Vision
The Beautiful Day Mural was launched June 20, 2024, and continues to serve as a permanent landmark at Monroe Regional Airport. In 2025, the Chamber monetized the mural through Monroe Merch, sold in local boutiques and stores, amplifying the campaign’s message and creating an avenue for local businesses to generate revenue.
Monroe’s story is now one of creativity, connection, and confidence — and Kinetix is proud to have played a role in crafting that narrative.
Ready to Elevate Your City’s Story?
If your organization or municipality is ready to engage your community with a message that matters, Kinetix can help.
- Learn more about our Promotional Design Services
- Call us at (318) 692-3344
- Or connect with our team to start planning
External Resources
- Monroe Chamber of Commerce → https://monroe.org/
- Monroe Mural Hashtag → #MonroeMural on Instagram
- City of Monroe Government → https://monroela.us/