What began as an opportunity to create a logo became an obsession with  inspiring a city. Like many Midwestern towns, Muncie’s downtown area has beautiful facades and a proud, rich history. But in the 1970s—as commerce flocked to the suburbs—the  heart  of  the  city  faced obstacles not easy to overcome. The city longed for a driving force to revitalize the downtown area. 

The team set in motion a social movement to  instill  pride  in, and  change the perception of, Downtown Muncie. The movement began with a DWNTWN logo and evolved to include a three-part film series, website, outdoor billboards and banners, and plenty of ooh’s and aah’s to get people talking. In the first two years of the campaign, Downtown Muncie experienced a 25.44% population growth, welcoming 22 new businesses in 2015. The following year Downtown Muncie welcomed another 11 new storefront businesses, 12 new members at the downtown coworking space and reached 99% occupancy in residential housing and 82-90% occupancy in commercial space.