The Vermont Department of Tourism wanted to broaden consideration among travelers who may not have seen the state as an obvious destination. We found that people were open to visiting Vermont, but often associated it with only a few familiar postcard images of natural beauty.

We created Deeply Vermont as a sincere invitation into the real experience of the state. The work did not over-explain Vermont, It simply brought people into the ease of the place — the stillness, the humor, the food, the music, the trees, the local culture, and the feeling of being naturally welcome, and rather than declaring Vermont welcoming, the work let the feeling come through the experience itself, by letting people just be, and enjoy the small things in a place where belonging feels natural, not messaged