Making it.

In 2013 I was tasked with refreshing the Toledo region branding. As an ex-New Yorker, “If you can make it here, you can make it anywhere” came to mind. I proposed a question—what does making it mean?— then crafted a simple statement.

“It Matters Where You Make It” connects Toledo’s deep roots in manufacturing and industry (making something) with fulfilling lifestyle opportunities (making a life). The campaign’s design system combines a custom icon set with images and messages from the social media posts of proud Toledoans, creating built-in authenticity.