Enjoy Illinois
Integrated Campaign
At its heart, “Meet in the Middle” is a warm and enthusiastic invitation. So, the brand voice will reflect that openness and optimism, always encouraging, and always inspiring. Reflecting friendly conversation, the voice can address the reader and listener with “you” and “your” to help create a true invitational effect, and even speak from the first person plural (“we…”) to reinforce that Illinois isn’t just a place, but a welcoming community of authentic people that can’t wait to meet new visitors in the Middle of Everything.
Executive Creative Director: Kevin Kriehn
Design Director: Zack Schulze
Senior Copy Writer: Kia Namin
Art Director: Lauren Wiech