Video | Print | OOH | Social | Digital Display
Enjoy Illinois —
Middle of Everything
THE ASK: Evolve the existing Illinois tourism campaign, “The Middle of Everything,” to align with a new strategy that highlights memorable experiences and emotional connections rather than functional state attractions.
THE SOLUTION: A refreshed tagline design that feels more approachable, playful, and versatile—enabling dynamic storytelling through headlines. Paired with intentional photography choices that captures these moments and emotions in an authentic way.
