As the city and state began to shut down early in the Covid-19 pandemic, Well Done felt compelled to create our own campaign—StayIN—to remind people to stay true to what makes Indiana great while they also stayed inside. We soon caught the attention of pharmaceutical giant Eli Lilly and Company who asked us to develop a statewide outreach campaign. Our team responded with a smart, flexible system to “Spread the Word, Not the Virus.” centered around a campaign logomark and lock-up system that could be customized by campaign partners across Indiana to work within their own brand framework.