New Orleans Saints and Pelicans
The Culture Bag Project – A Game-Changing Partnership
Community & Experiential, Graphic Design
Project Overview
Creativity Justified partnered with the New Orleans Saints, New Orleans Pelicans, and Birmingham Squadron to conceptualize and execute the Culture Bag Project—an initiative designed to welcome incoming staff with a curated collection of branded, high-quality products from diverse, minority-owned businesses. Beyond product sourcing, we conceptualized and designed custom-branded Culture Boxes for each team, developed Culture Core Value Cards, and provided creative direction for the Culture Bag Project video shoot, ensuring the initiative resonated deeply with employees and the community.
Objective
The Culture Bag Project aimed to:
- Enhance Employee Experience – Welcome new staff with a unique, branded onboarding gift that embodies each team’s culture and values.
- Support Minority-Owned Businesses – Create business opportunities for local, diverse suppliers while reinforcing the teams’ commitment to supplier diversity.
- Establish a Lasting Narrative – Develop a visual and emotional storytelling experience through design, branding, and video production
Our Approach
Creativity Justified led the strategic and creative execution of this initiative by:
- Conceptualizing & Designing Culture Boxes – Developed premium, custom-branded packaging tailored to each team’s identity.
- Creating Culture Core Value Cards – Designed visually compelling cards that communicated each organization’s mission, culture, and core values.
- Supplier Sourcing & Product Curation – Identified and collaborated with three diverse, female-owned local businesses to supply high-quality, culturally inspired products.
- Creative Direction & Branding – Ensured the Culture Bags and supporting materials reflected the spirit of New Orleans while aligning with the Saints, Pelicans, and Squadron brands.
- Production & Logistics – Coordinated the design, packaging, and seamless delivery of the Culture Boxes.
- Video Production & Storytelling – Provided creative direction for the official Culture Bag Project video shoot, capturing the impact of the initiative on suppliers, team leaders, and the community.
Featured Local Suppliers
The project highlighted three exceptional, diverse, female-owned businesses from the New Orleans area. Each supplier contributed unique products that celebrated the city’s culture and showcased the talent within the minority business community.
Supplier Impact Statements
“This partnership represents more than just a business opportunity—it’s a testament to the power of community, visibility, and economic growth for minority entrepreneurs in New Orleans.”
– Local Supplier
“Being part of this initiative has allowed my business to showcase its ability to compete at the highest level. Representation in major industries like sports is vital for minority-owned businesses.”
– Local Supplier
Results & Impact
✔ Economic Growth – Direct financial benefits to local, minority-owned businesses through corporate contracts.
✔ Visibility & Representation – A platform for diverse suppliers to work with major sports organizations.
✔ Brand & Culture Alignment – The custom-branded Culture Boxes and Culture Core Value Cards reinforced each team’s identity and mission.
✔ Organizational Commitment to DEI – Strengthened the Saints, Pelicans, and Squadron’s dedication to supplier diversity, social justice, and community impact.
✔ Compelling Storytelling – The Culture Bag Project video highlighted the significance of this initiative and its lasting impact.
“The Culture Bag Project is a powerful example of how organizations can make a tangible impact by supporting local businesses. Creativity Justified’s vision and execution made this initiative truly special—strengthening our brand, reinforcing our culture, and uplifting diverse suppliers in the community.”
– Dr. Darvelle Hutchins, VP, Impact and Culture – New Orleans Saints
