DIG is a lifestyle media brand based in Baton Rouge, Louisiana, best known for its popular Restaurant Week and curated coverage of local food, music, and entertainment. With new ownership and a vision to go fully digital, DIG partnered with Rockit Science Agency to modernize its brand and launch a robust new platform serving local businesses, residents, and visitors alike.
The Challenge
DIG needed to evolve its identity and digital presence to remain relevant in a rapidly changing media landscape. While the brand had a strong legacy and loyal audience, it lacked the cohesion, flexibility, and infrastructure required to meet the expectations of today’s users and advertisers.The Approach
We repositioned DIG as Baton Rouge’s go-to local guide for food, music, and entertainment. The refreshed brand emphasizes DIG’s role as a community connector and cultural curator, appealing to both long-time locals and area visitors.
A Modern Brand for a Modern Audience
Our creative team redefined DIG’s visual identity and messaging to position the brand as Baton Rouge’s go-to cultural guide for food, music, and entertainment. The refreshed identity balances approachability and authority, appealing to both long-time locals and out-of-town visitors seeking authentic experiences.
Rockit Science developed a complete suite of brand materials, including a bold new logo, color palette, typography, and design system. These updates set the stage for a consistent digital presence across web, social, and print while maintaining the spirit of Baton Rouge’s creative energy.
The New DIGBR.com Experience
DIG’s new website serves as the digital hub for everything happening in and around Baton Rouge. Built for speed, accessibility, and engagement, the redesigned platform features streamlined navigation, intelligent content tagging, and a structure that invites exploration. The result is an immersive, mobile-first experience that keeps users connected to what’s happening in their city.
Eat, Drink, Stay, and Explore
At the heart of the website is DIG’s editorial coverage. All tourism-related content, from the latest restaurant openings to weekend events and local attractions, is organized into clear categories: Eat & Drink, Things to Do, and Places to Stay. Each section delivers curated recommendations and stories designed to help locals and visitors easily discover the best of Baton Rouge.
Local Business Listings
The new Business Directory allows local businesses to create a free listing through the Partner Portal. Each listing includes details such as category, location, images, and menus, making it easy for users to find nearby options tailored to their interests. Listings are automatically organized by location and category, helping users quickly explore what’s closest to them while giving small businesses valuable visibility in a trusted, high-traffic space.
Restaurant Week Baton Rouge
DIG’s Restaurant Week remains one of the city’s most anticipated events. Held twice a year, the event features more than 50 local restaurants offering curated, prix-fixe menus at a set price. The website provides full event details, menus, and participating locations, driving engagement and foot traffic across the city. The refreshed digital platform amplified Restaurant Week’s impact, helping Baton Rouge’s culinary scene reach new audiences.
A True Partnered Experience
The Partner Portal is at the center of DIG’s new digital ecosystem, giving local businesses a direct and meaningful way to connect with DIG’s growing audience. Designed for simplicity and flexibility, the platform provides both free and paid tools that help businesses gain visibility, manage their presence, and participate in Baton Rouge’s most recognized events. It also streamlines partner management for DIG, creating a more efficient and scalable model for future growth.
Free Business Listings
Every business in the Baton Rouge area can create a free listing within the Partner Portal. Listings include essential details such as contact information, photos, menus, and categories, ensuring users can easily find what they are looking for. The listings are automatically organized by category and proximity, so visitors see nearby options first. This provides meaningful exposure for small businesses and builds a comprehensive, community-driven directory for DIG’s readers.
Paid Advertising Opportunities
The Partner Portal also offers a range of paid advertising options for businesses looking to increase visibility across DIGBR.com. Through featured listings and sponsored placements, local partners can stand out in key sections of the site where audience engagement is highest. These ad placements create a seamless connection between editorial content and business promotion, allowing DIG to support its partners while generating a new and sustainable revenue stream.
Restaurant Week Integration
Restaurants participating in Baton Rouge’s biannual Restaurant Week can now register and manage their involvement directly through the Partner Portal. The process includes uploading menus, images, and pricing details, making it easier for restaurants to join the event and for DIG to maintain consistency across participants. This integrated approach saves time for both the DIG team and restaurant partners while delivering a smoother, more connected experience for users exploring the event online.
A Connected Brand Experience
To extend DIG’s refreshed identity beyond the website, Rockit Science created a social media toolkit and Restaurant Week sales kit. These materials provide a cohesive visual language and strategic direction for ongoing campaigns, from branded posts and stories to promotional graphics and partner communications. The result is a unified brand ecosystem that maintains consistency across every digital and print touchpoint.
Results that Resonate
DIG’s transformation resulted in measurable success across key metrics. The new website saw significant increases in user engagement, traffic, and time on site. Social media channels experienced stronger interaction rates, and Restaurant Week participation reached new highs.
The refreshed brand has reestablished DIG as the definitive source for Baton Rouge’s local culture, helping businesses thrive, visitors explore, and residents rediscover their city. Rockit Science helped DIG evolve from a traditional print magazine into a thriving, scalable digital platform that connects people and places across the Gulf South.
- Coming Soon
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