Zack Schulze / Select Works /

Visit Salt Lake

A smiling woman with braided hair outdoors at Salt Lake with mountains in the background, blue sky, and a digital geometric line drawing of a crystal or gemstone above her shoulder, along with the text "Salt Lake".

Salt Lake defies expectation. A vibrant city teeming with arts, culture and eclectic dining.

A vast natural landscape for skiing, hiking, biking, and adrenaline-fueled adventure.  A place that is truly West of Conventional.

Visit Salt Lake
BVK
Group Design Director

CLIENT
AGENCY
ROLE

Brand Identity

A new brand identity to capture the many facets of Salt Lake.

Comparison of a logo design before and after redesign. The 'before' logo is black with white and gold text that reads 'Salt Visit Lake' inside a rounded rectangle. The 'after' logo features a colorful, geometric abstract shape with shades of pink, green, and gray above the words 'Salt Lake' in black text.
Blurred image of a website or sign that reads 'Salt Lake' with a colorful crystal or gemstone graphic above the text.
A young woman with light skin and brown hair in a ponytail, wearing a green T-shirt with a geometric graphic and the word 'Salt Lake' on it, making a peace sign near her eye and puckering her lips, standing in front of a white wall with a poster that has the phrase 'Don't trust anybody who doesn't have a sense of humor.'
A white tote bag with a colorful polygonal mountain design and the words "Salt Lake" printed in pink, placed beside a notebook with the same mountain design and a white pen, set against a plain beige background.
A person sitting under a bridge, wearing a gray hoodie and dark jeans, holding a skateboard with colorful and black and white patterns.
Poster with a geometric collage of various images including women, nature, and abstract patterns, with the text 'Salt Lake' and a geometric logo at the bottom, surrounded by green eucalyptus leaves.
Collection of seven colorful phone cases with varying geometric and text designs, including patterns, slogans like 'West of Conventional' and 'Salt Lake' written vertically, and minimalist graphics, arranged on a light background.
Set of branded corporate stationery items including letterhead, business card, envelope, and a notepad with a geometric logo for Salt Lake, designed with minimalist style and light color palette.
A colorful, geometric patterned cycling jersey and shorts set, with the words "SALT LAKE" arranged vertically across the front of the jersey.

West of
Conventional

A bold new campaign to highlight Salt Lake’s commitment to a progressive culture and active lifestyle that is West of Conventional.

An open travel brochure featuring a woman with a backpack hiking in a mountainous landscape during sunset, with text about Salt Lake City on the page.
Collage of digital advertisements for Salt Lake, promoting outdoor and travel activities in the western region, with images of people hiking, biking, socializing, and enjoying mountain and city views, accompanied by phrases like 'West of what you imagined,' 'West of predictable,' and 'West of conventional.'
A person standing on a trail overlooking Salt Lake at sunset, wearing a red shirt, colorful shorts, and a blue backpack.
A woman and a man are smiling and holding hands at a bar, with a bartender in the background and liquor bottles behind the bar. The woman is wearing a colorful blouse, and the man is wearing a cream colored shirt.
A young woman with braided hair smiling outdoors with mountains and a clear sky in the background.
Group of people dancing in front of a mural depicting stylized basketball players.
Person holding two cans of Fisher beer, smiling and celebrating, with water droplets and a blurred background.
A woman taking a selfie with a man on a rooftop with city and mountain view during sunset.
Two hikers stand with arms outstretched, facing mountains and snow during sunrise
Two women on mountain bikes hiking in a scenic mountainous area with rocky terrain, wildflowers, and pine trees, under a clear sky.
A woman with braided hair wearing a head wrap, black tank top, and red beaded necklace, standing in front of a colorful mural with geometric patterns and a basketball, with her eyes closed and arm bent.
A man and woman hiking outdoors in a mountainous area during sunset, both smiling and wearing backpacks.
A woman standing outdoors on a mountain scenic viewpoint during sunset or sunrise, with mountains and a valley in the background, looking up with her hands behind her head and a small backpack.
Select Works