In spring 2014, Love Communications, a creative agency, asked me to act as art director for a large local project. Visit Salt Lake, a large tourism agency in the state wanted to run a campaign branding Salt Lake City as "Ski City, USA." Salt Lake is unique because most world-class ski resorts are remote, hard to access, and play host small ski towns. The greater Salt Lake area has over 2 million people and almost a dozen easy access resorts, truly making it Ski City USA. The aim was to build hype, create curiosity, and have people asking "where is Ski City, USA?"