Branding Utah State Fair 2025 Branding
Love wove together the Utah State Fair's diverse attractions into a unified story celebrating resident pride, community spirit, and Utah's rich character; delivering More of What You Love through distinct visuals and creative storytelling.
Rather than trying to simplify the fair's offerings, the campaign embraced its delightful complexity. The creative strategy positioned all the individual elements—from livestock competitions to carnival rides, craft exhibitions to food vendors—as pieces of a larger Utah community story. Each element represented a different facet of local culture and commerce.
