Albuquerque, New Mexico isn’t what Breaking Bad would have you think it is. It’s a complex and incredible place, steeped in ancient culture yet at the forefront of science and technology. Its conventions and visitors bureau needed help showing out-of-state travelers the city’s unique intricacies and encouraging them to see it for themselves. We created a new brand identity and launched a comprehensive, multi-channel campaign showing people that Albuquerque will change how they see vacations and business trips, and possibly even themselves.