Vermont Brand Identity

Vermont was loved for its covered bridges and fall foliage, but that affection wasn't turning into visits, and its tourism story cast the New England state as a place to look at or escape to. Created by DNCO for the Vermont Department of Tourism and Marketing, its first dedicated consumer tourism brand, State of Inspiration, launched in 2026. Research across 14 towns found the country's greatest concentration of artists and writers, so visitors are invited to leave having gained something.