Hales Creative was the agency of record with the Utah Valley Convention & Visitors Bureau for about five years. During this time, Hales Creative did extensive marketing work for them. Our work included a complete rebrand of the identity system. The work expanded into the design and development of a new website. We also prepared a campaign to build and add meaning to the brand in Utah, California, Arizona, Wyoming, and New Mexico. The work included extensive research, development of the brand mark, creation of a brand identity guidebook, and application of the brand mark and elements to all campaign materials. We also developed tag lines and brand messaging guidelines, which we used throughout the ongoing and evolving campaign year after year.
This work allowed us to really delve into the emotional pull that must be harnessed by an organization to create a compelling brand identity. The product was not a physical device or needed service where value could be quantified. Rather, the brand and its extended campaigns needed to fill a qualitative desire and inspire the emotions of prospective travelers.