Building out the Startup State brand.

Overview

Startup State is a Utah campaign and brand that helps entrepreneurs find the resources to start a business. Working from the creative director’s vision, I built out the brand style guide myself and extended the campaign’s pre-created digital and outdoor creative into new executions across channels. I also handled wardrobe and props for the anthem video shoot.

The Challenge

Utah ranks among the best states in the country to start a business, yet many entrepreneurs had no idea how easy the state makes it. Resources were scattered across state and local sites, and the new brand’s icon had no name recognition and no mention of Utah.

The Idea

Under the creative director’s vision, the brand was built around “Start Something Here” and made unmistakably Utah, with real Utah places and people and equal focus on rural and urban communities. A teaser campaign built toward the April 2024 launch, then carried the system across video, outdoor, digital, print, social and swag, all pointing to startup.utah.gov.

Year: 2023–2025
Role: Senior Art Director
Services: Brand Style GuideDigital & Outdoor Campaign ExtensionWardrobe & Props