In 2020, as the state of Utah sought to better define its economic development efforts, a critical piece of collateral was needed to articulate the state’s unique value proposition to the world. To meet this need, as the director of marketing and communications in the Utah Governor’s Office of Economic Development, I led the creation of the Uniquely Utah brochure—a 30-page powerhouse digital and printed magazine designed not just to inform, but to identify and shape the state’s cohesive business brand.
The project was an exercise in communications strategy and concise editing. I was responsible for the entire lifecycle: research into the state’s economic landscape, crisp writing that translated data into compelling narratives, and professional design and printing for maximum impact.
The brochure became the authoritative source on Utah’s economic strengths. It detailed unique facts and figures about the state’s economy, clearly articulated the stable government structure, and championed Utah’s highly educated workforce and robust higher education system. By dedicating significant sections to the state’s quality of life, healthcare, infrastructure, and population trends, the brochure painted a comprehensive picture of the environment in which businesses thrive.
More than just a factsheet, Uniquely Utah standardized the way the state talked about itself. It provided a unified voice and a single, powerful tool for statewide economic development offices to use when attracting new investment. This piece of collateral cemented the state’s brand as a destination for innovation and growth, helping to tell Utah’s incredible business story powerfully and persuasively.