To reinforce Utah State University’s footprint throughout Utah, new billboards were designed and installed in strategic state entry points on highways near St. George, Wendover, and Northern Utah. A similar ad was used at a baggage claim carousel in the Delta terminal at Salt Lake International Airport.

Welcome to Our State, illustrated USU’s mission of being diverse and receptive to all. The second, This is Our State, maintained USU’s long-standing roots in Utah as a land-grant university, delivering higher education at 33 different regional campuses and centers.

Utilizing the U State mark, the design and messaging worked to deliver two different messages. The first,

Both designs take a minimalist approach, laying white text on an Aggie-blue background. The simplicity made it easy to read while traveling at higher speeds on the highway.