In spring 2020, the Utah Governor’s Office of Economic Opportunity launched In Utah, a $3 million statewide awareness campaign created to address two urgent priorities: encourage healthy behavior during the COVID-19 pandemic and rebuild confidence in Utah’s economy. At RUMOR Advertising, I helped develop and extend the campaign’s visual system across public-health messaging, economic initiatives, outdoor advertising, print, promotional materials, and a formal style guide.

The flexible IN/UT identity allowed dramatically different messages—from dining, tourism and agriculture to recreation, business and health—to feel part of one recognizable campaign. Color, photography, bold action-oriented language, and custom illustration gave each topic its own personality while maintaining a consistent statewide presence. The campaign received a 2020 Gold Davey Award for Integrated Campaign—Cause Marketing.