Utah Sucks Don’t Move Here

An apparel brand with a mission needed a brand identity and website that would resonate with Utah residents.

Audience

Utah millennials who aren’t happy with the way their state is changing — and want to know they aren’t alone in feeling that way.

Insight

Utahns have a lot of thoughts about their new neighbors but don’t feel like they can say them out loud.

Strategy

Combine Utah’s visual splendor with copy that shows how Utahns really feel about their state’s growth.

Single-minded Idea

This is not the place.

Results

$26 AOV and a 3.95% conversion rate by the year's end.