Ohio faced the challenge of attracting younger professionals who often look past the state in favor of bigger, flashier cities with higher costs of living. The perception problem wasn’t about what Ohio lacked, but about what people failed to see: affordable living, thriving communities, and access to both culture and nature. The task was to rebrand Ohio not just as a place people come from, but as a place people actively choose for a better quality of life.

Our solution was to position Ohio as the state that allows you to cut out the noise of financial stress and overcrowding so you can focus on what truly matters. By anchoring the campaign in the idea of “Focus on the good life,” we gave Ohio an emotional platform that reframes its practical advantages into the foundation of a more meaningful lifestyle.