The Only Oshkosh project, backed by ten local organizations, businesses, movers and shakers, was formed with the core purpose of short- and long-term goals. These goals included positively impacting community perception, retaining college graduates, increasing C-suite level job opportunities and talent, and attracting new residents and businesses to the area over the course of the following 10 years. In order to achieve this goal, we created a long-term campaign to unify the Oshkosh area organization under the umbrella of a campaign name, messaging, marketing strategy and visual presence to taut all the opportunities that could be found in Oshkosh — all focusing on the idea that with breweries, art galleries and endless natural waterways, Oshkosh is the quintessential Midwestern town. Nestled along lakes and rivers is a charming and progressive community of college graduates, young families, retirees and everyone in between.