It's pretty well known that West Orange New Jersey was home to Thomas Edison. His Glenmont Estate and Laboratory comprise of the Thomas Edison National Historical Park that anchors the Downtown West Orange Alliance district.

Working with Main Street New Jersey and the Downtown West Orange Alliance, ITO successfully developed and introduced a cohesive brand and website for the revitalizing downtown district. The community has embraced a retro-vintage style logo and made a commitment to use Edison retro light bulbs in businesses and storefronts whenever possible. Downtown businesses have an "Invented" year instead of an established year and retro-plaque decals are applied to storefronts.

The DowntownWO.org website provides the Alliance with the opportunity to spotlight specific videos, taking advantage of a good number of quality videos done by VIDOOVY, a talented local videographer. Niche market landing pages randomly showcase a business within each category upon each visit. The site has been well received and a newfound spirit has energized the community.