NEW MEXICO PARTNERSHIP
EMBRACING POTENTIAL
As the pandemic fueled the rise of remote work, NM Partnerships and the state sought to issue an open invitation for digital nomads and businesses to join the Land of Enchantment. The problem? The existing visuals in the brand and ad materials were dated and as dusty as the dry season, failing to capture the vibrancy 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.
I proposed a direction that went the opposite of traditional Southwestern caricatures: New Mexico as a place defined by potential, where possibility is expected. We built the team structured arount an intentional juxtaposition: multi-generational New Mexicans for lived truth, new residents for fresh eyes.
From there the first task was the brand system to support the campaign: a refreshed visual and verbal language that balanced honesty and aspiration, historic legacy and modern ambition. It ran nationally across web, social, out-of-home, and print, anchored by geo-specific landing pages tailored to each prospective New New Mexican.
The campaign system lasted nearly a decade, which is exactly what good brand work is supposed to do...have a unique perspective, but be flexible enough to adapt over years.
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ANNE CLAIRE HOUCK