A city on the rise, Jersey City sought a new brand identity to appeal to prospective residents, visitors, and business owners. The town hosted a widely publicized logo & tagline contest for its citizens. We accepted the challenge.
Since its inception, Jersey City has always been a place for individuals to create their own destiny. From those who arrived on Ellis Island long ago to those contributing to its latest cultural renaissance, all have been welcome to make it their own. Our proposal, "Jersey City: Make it Yours," tapped into this history, and invited a new generation to join in the city's future.
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Our idea not only won the contest, but inspired a $1.2 million ad campaign that has left its mark. Beyond its appearance on billboards, in the press, online, and elsewhere, #jcmakeityours has become the town's unofficial social media signature. With over 200 million impressions to date, the campaign improved the town's image and continues to live on thanks to its citizens.
[INSERT IMAGES FROM THE ACTUAL AD CAMPAIGN]