NM PARTNERSHIP
During the pandemic-fueled rise of remote work, NM Partnerships and the state of New Mexico sought to reach digital nomads and businesses alike with an open invitation to join the Land of Enchantment. The problem? Most of the visuals found in ad materials were dated, as dusty as the dry season. The dated visuals, muted palettes, and repeated visuals failed to capture the vibrancy, innovation, and undeniable character of New Mexico.
New Mexico is a land of potential. Past the iconic landscape and storied past is a dynamic state ruled by possibility. Its community embodies a resilience, with a willingness to leap into the unknown, to see opportunity where others can’t and success where others won’t.
The direction I proposed broke from stylistic norms and the traditional Southwest tropes to embrace a narrative approach. By showing New Mexico in its raw state, as a place informed by its cultural history and brimming with opportunity. The new creative system was thoughtfully curated by a team assembled of both life-long multi-generational New Mexicans and new residents for fresh eyes.
We introduced a refreshed visual and verbal language that captured the vibrancy of New Mexico, balancing honest depictions of local life with aspirational storytelling to paint the picture of a state where possibility is not just present, but expected. The resulting national campaign targeted both the work and home-life desires of workers and business leaders. Collateral extended seamlessly across digital, social, and print touchpoints, creating a unified experience, utilizing geographic specific landing pages and campaigns to capture the attention of prospective New New Mexicans.
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ANNE CLAIRE HOUCK