Regional Branding Initiative

Make It Your Own

“Make It Your Own” is Northeast Indiana’s new brand to attract target talent ages 21-45 to live and work in the 11-county region.

Unveiled by the Northeast Indiana Regional Partnership and developed through a six-month process guided by internal focus groups and national perception surveys, Make It Your Own is designed for businesses to use in their talent recruitment efforts to tell Northeast Indiana’s compelling story through a logo, tagline, marketing collateral and authentic narrative.

Resources for Employers

Employers can download the following resources to bolster talent recruitment efforts:

(DISCLAIMER: The Make it Your Own branding assets are the property of the Northeast Indiana Regional Partnership. They may not be modified in any way. They may not be used for direct promotion of commercial products or used for resale in any form. Please contact us with questions or permissions.)

Regional businesses are encouraged to use the brand tagline, logo and marketing messages to recruit talent nationally while advertising for open positions on job boards, career pages on business websites and other recruitment forums.

Need more help? Contact Vice President of Marketing & Strategic Communications Kate Virag to learn more about Make It Your Own material.

Email Kate

What Are Business Leaders Saying About the Brand?

Dekko Foundation

Barry Rochford, strategic communication officer for Dekko Foundation and brand task force member, said, “The fact that this brand was developed using insight from internal and external audiences is very compelling. “Make It Your Own is authentically rooted in our strong history of manufacturing and entrepreneurship, and it speaks to people who are actively looking to make the next move and put their stamp on a community.”

Visit Fort Wayne 

Kristen Guthrie, director of marketing for Visit Fort Wayne and member of the brand task force, noted, “It’s very valuable for all of the people, businesses and organizations who are representing Northeast Indiana to speak with one voice. It’s powerful when we all have an authentic, consistent story to tell, whether from the perspective of tourism, economic development, businesses or individual residents."

Ambassador Enterprises

Arlan Friesen, president at Ambassador Enterprises, said Northeast Indiana’s branding initiative empowers businesses like his to tell a consistent, authentic and compelling story. “At Ambassador Enterprises, we attract talented individuals from around the country. The Make It Your Own brand communicates a sense of personal ownership to prospective talent. We know that the best team members are those who take ownership of their work and their impact in the community. In Northeast Indiana, people have the opportunity to put their stamp on something and really make it their own,” said Friesen.

Parkview Health

Danette Fitzgerald, vice president of marketing communications at Parkview Health, said that across the region Parkview is growing and recruitment is more important than ever. “The branding efforts will help Parkview Health tell the story of the region. Parkview wants to tell our story as an employer and healthcare provider, and also give a sense of what this community is like and how people can see themselves here in Northeast Indiana,” said Fitzgerald.

Thank You to Partners!

The Regional Partnership worked with Development Counsellors International (DCI) to develop the brand strategy and Britton Marketing to bring the brand to life through narrative imagery and creative design. The project is sponsored by Indiana Michigan Power, Ambassador Enterprises, 3Rivers Federal Credit Union, NIPSCO, Old National Bank and First Federal Bank, with initial seed funding through the Regional Opportunities Council, the investor board of the Regional Partnership.

Why does Northeast Indiana need a brand to grow our regional economy? Learn more from President and CEO John Sampson about why Northeast Indiana has earned a respected reputation worthy of a powerful brand identity.

Learn More