Billboard concepts are sometimes specific to location. The example above greets travelers approaching Trinidad from the north as they proceed toward the last town before the New Mexico border.

When a town's best is represented in effective promotions such as the billboards and brochures, a secondary benefit is enhanced self-image. After the first brochures were produced, the most frequent comment was a pleased "You made the town look better than it is."

That perception is changing. Guided by solid marketing experience, HessArts produced a positive visual and textual story that, while focused on points of interest to travelers, portrayed the town in a new light to residents.

The vision created by HessArts has inspired many residents to express a renewed pride in their hometown. We find that satisfying.