A campaign to try to brand St. Joseph as a city, “Made with Uncommon Character” launched Friday.

According to the St. Joseph Chamber of Commerce, the new community brand has been nearly two years in the making. The campaign theme was formed by a group of 12 St. Joseph creative residents in June of 2016. The group contained writers, graphic artists, web designers, a photographer, videographer and a musician. Their talents and backgrounds varied, but they had one thing in common, they were all St. Joseph residents.

Kristi Bailey who leads St. Joseph Community Branding LLC said “Made with Uncommon Character” summarizes St. Joseph. This city of more than 76,000 residents has an abundance of character, in its architecture, its residents and in its amenities. She said, St. Joseph is uncommon — from its pioneering and rebellious history, to its entrepreneurial spirit of yesterday and today.

“St. Joseph has much to be proud of,” Bailey said. “Our city has such talented residents, there was no reason to look elsewhere or hire a marketing firm from another city. Who else knows our community better than St. Joseph natives, or transplants who have moved here? No one else should tell our story. And when it came time to spend money with vendors, it was very important to the group to keep the business all local.”

All are invited to see campaign materials at www.uncommoncharacter.com and follow its social media channels on Facebook, Instagram and Twitter. Residents are encouraged to participate in the campaign by suggesting people, places or things to be featured as “Made with Uncommon Character” and to use #uncommoncharacter on social media. A chance to place submissions is on the website.