PILLARS + LANGUAGE
The Indiana campaign pillars and language create a strong foundation on which the whole campaign thrives. Pride, tourism, talent and education are the base of our messaging and informative, inviting, inclusive language forms our personality.
Instill pride among
Indiana's residents in
everything the state has
Welcome visitors to the state,
with the goal of also
converting visitors to
Attract top talent to
the state to grow
Retain college graduates
from Indiana's higher education
institutions, adding them
to the state's workforce.
IN INDIANA LANGUAGE + PERSONALITY
While crafting the tone and voice, we're setting up who we are as a campaign, how we interact in the real world, and basic expectations for people that are following along. Although IN Indiana is a singular phrase, it's also a powerful call to action. Our tone should always be informative, inviting, and inclusive, while also injecting neighborly wit that keeps it fun and engaging.
Everything we do should be put through a friendly, playful lens.
Keep it light – keep it real.
I N F O R M A T I V E
I N V I T I N G
I N C L U S I V E
= IN INDIANA PERSONALITY
The key to Indiana's personality is knowing how to be simultaneously aspirational, informational, and witty while always considering the political, social, and socioeconomic temperatures before speaking.
The campaign is authentic, kind, original, and rooted in hundreds of years of history forged by great Hoosiers before us.
All of this requires a very careful balancing act from the person writing the copy. Is the copy to forward and closer to something that Wendy's would tweet out, or is it too mundane and something that a small town Trustee's office would write?
In short: be a little aspirational, a little informational, a little witty, and always inviting and inclusive. We're owning who we are and what we offer and we want the rest of the world to want in on that too.