For centuries, Jersey City has been a place for individuals to make their own. SaM aimed to honor the town’s past and present and invite a new generation to join in its future.


Our winning brand mark features a tip of the cap from the town's gracious hostess, Lady Liberty, housed in a sleek lockup for an upbeat, urban vibe.


Punctuated with the tag line, "Make it Yours," our campaign acts as an open invitation. JC is yours to customize, wherever you may be coming from, just like it was for those who arrived on its shores long ago.

Beyond its appearance on billboards, in the press, and elsewhere, #jcmakeityours has become the unofficial social media signature of Jersey City. The campaign has improved the town's image and continues to tie together the town's commerce and culture.