Edited by Lauren Chavez.

In 2011, Governor John Hickenlooper released his bottom-up plan for strategically evolving Colorado’s economy. It was called the Colorado Blueprint. In it were six core objectives. One of them was a call to “create and market a stronger Colorado brand.” The brand would work to unify Colorado—making its government more efficient while promoting tourism and business relocation.

The first step to creating Colorado’s brand was bringing on the state’s first ever Chief Marketing Officer. Governor Hickenlooper tabbed Aaron Kennedy — Noodles & Company founder and Colorado entrepreneur. With input from a council of advisors, a group of Colorado-based creative talent and thousands of residents, the Colorado brand was brought to life.

This film documents the year long process of branding the state of Colorado.

www.brandcolorado.gov