Design studio DNCO has created Vermont’s first dedicated tourism brand, taking on a challenge that destination marketers know well: plenty of people say they like the state, but far fewer actually plan a trip. The project focuses on closing that gap between positive perception and real travel intent.
The brief reflects a striking contrast in how Vermont is seen. According to the story, 79% of Americans describe Vermont as an appealing place to visit, yet that admiration has not translated into the same level of bookings or firm travel plans. That made the assignment less about introducing Vermont and more about giving people a reason to move from interest to action.
DNCO is already known for work tied to place branding, including projects linked to San Francisco and DUMBO. In Vermont, the studio appears to have approached tourism branding as a conversion problem: how to shape a clear, distinctive identity for a place many people already appreciate, but may not have prioritized for their next trip.
The result positions Vermont with a more focused tourism message at a time when destinations are competing hard for attention. Rather than trying to convince travelers that the state is worth noticing, the branding effort is aimed at making Vermont feel more immediate, bookable and relevant as an actual travel choice.
