Wisconsin was ready to attract a new generation of talent, but the state’s reputation hadn’t caught up with its reality. For young professionals in nearby markets like Chicago, Wisconsin was still seen through outdated assumptions rather than the opportunity, affordability and quality of life it actually offered.

WEDC needed a campaign that could reset the narrative, reach talent where they lived and show them a version of Wisconsin they had never considered. The challenge was to break through long-held perceptions and introduce the state as a place where people could build a fuller, more balanced life.

The Big Idea

It's more you.

A simple name with a powerful promise. People choose where to live based on who they want to be and how they want to lead their lives, not just where they want to work. Wisconsin offered the space, affordability, community and opportunity that allowed people to do so with more balance, more connection and more possibility.

More You reframed Wisconsin as a place where your life expands. Where money goes further, commutes get shorter, weekends get longer and community feels real. Where opportunity aligns with identity. Where you can be the version of yourself you want to become.

The idea positioned Wisconsin as an intentional choice—a place built for more of what matters most to you.