More Than a Flag: How Smart Strategy Helped Utah Embrace a New Symbol

A new flag doesn’t become a state symbol just by passing a bill. It becomes a symbol when people start to see it, use it, and connect with it.

That was the challenge behind Utah’s new state flag—a bold design change that needed more than a legislative win. It needed a thoughtful rollout. A story. A way to help Utahns see themselves in it.

That’s where our work began.

A Strategic Rollout with Purpose

At Morgan May Public Affairs, we led the statewide promotional campaign to raise awareness of the new flag and help embed it into public life. Through a coordinated strategy of digital media, outreach, and public engagement, we helped introduce the new flag not as a replacement, but as a forward-looking expression of Utah identity—rooted in familiar values like industry, prosperity, and community.

Measurable Impact, Broad Reach

Over the course of the campaign, public awareness of the new flag increased by 15 percentage points, based on pre- and post-campaign polling. We reached Utahns across regions, age groups, and political affiliations, delivering more than 3.9 million ad impressions through carefully placed digital media. In follow-up surveys, 94% of respondents recognized the beehive, a central design element, and associated it with themes of economic strength and civic pride.

Why Symbolism Matters

What’s often overlooked is that symbolism has real economic value. A shared identity makes it easier to tell a unified story—to visitors, investors, and Utahns themselves. The flag is now being adopted across cities, schools, businesses, and events, and early interest in merchandise points to long-term branding potential.

Campaigns That Shape Perception

Campaigns like this aren’t about optics—they’re about outcomes. By helping a new symbol take root in public life, we supported more than just a transition. We supported a long-term shift in how Utah presents itself to the world.

Morgan May Public Affairs helps organizations move policy, shape perception, and drive civic engagement.

📍 Learn more at morganandmay.com