The rebranding effort, led by the Central Indiana Corporate Partnership, seeks to clarify the state’s role as a global innovation powerhouse. For over a century, the region has served as a central hub for companies like Eli Lilly, Elanco Animal Health, and Corteva, integrating research, manufacturing, and logistics. This collaborative infrastructure is currently supported by a $1 billion commitment from Governor Mike Braun to accelerate growth over the next decade.

Melina Kennedy, CEO of the Central Indiana Corporate Partnership, noted that while the state has long been a center for discovery, its narrative lacked the necessary consistency to attract global investors and talent. By positioning the brand alongside established hubs like Boston and the Research Triangle, officials hope to signal that the state is primed for rapid scaling from lab to market. The initiative is now represented by fifteen partners at the ongoing BIO International Convention, where they are actively showcasing the state's manufacturing strength and research capabilities.