Home in Wayne began as a simple advertising headline, but it quickly grew into a full-fledged initiative. The challenge was to establish it as a standalone brand separate from the EDC, with a distinct voice and character that resonated with the community. To be effective, the brand needed to capture the essence of Wayne County, reflecting both professional opportunity and personal connection, while inspiring residents, newcomers, and local businesses alike. It wasn’t just about promoting a location. It was about defining a community identity that felt authentic, inclusive, and aspirational.

We approached the challenge by grounding the brand in research and community involvement. Through surveys, focus groups, and brand workshops, we ensured that Home in Wayne would belong to the community, not just the EDC. From these insights, we developed a complete brand platform — defining values, positioning, target audience, and messaging. Recognizing that human connection was a core need, we crafted the tagline “From Here I Can…” to convey possibility and empowerment, allowing residents or potential residents to fill in the blank with their own aspirations.

The visual identity was refined for authenticity, including a revised logo, black-and-white photography with a journalistic feel, and bold typography to highlight aspirational messaging. We also created an online toolkit providing messaging and hiring templates for employers, and began capturing real stories of residents to bring the brand to life through narratives on the website.

Home in Wayne now has the foundation to stand as a community-owned brand with a clear identity and purpose. The tagline “From Here I Can…” resonates across audiences, offering a versatile, aspirational framework for storytelling. Authentic photography, messaging, and tools for employers strengthen the brand’s presence while encouraging connection and engagement. By highlighting real people and opportunities, Home in Wayne has become a vehicle to showcase both the professional and personal possibilities in Wayne County, inspiring residents, attracting talent, and fostering pride in the community.