Wyoming is more than just a destination; it is a personality that connects with people. Our refreshed 2026 brand platform, "That's WY," continues to serve as the foundation for our identity, encouraging everyone to unleash their uninhibited spirit of adventure in the great state of Wyoming. 

To complement this, we have launched "Mavericks Wanted," a seasonal and flexible campaign layer. While That's WY remains our evergreen voice welcoming, adventurous and aspirational Mavericks Wanted brings a boulder, slightly challenging tone meant to entice visitors to rekindle their sense of exploration. 

For our partners, successful implementation means starting with the That's WY brand voice and weaving in the Mavericks Wanted attitude where it fits naturally. Please remember that our brand mark should not be a prominent asset in partner content and must always remain smaller than your own organization's logo. Additionally, all materials using the Wyoming brand or campaign assets must be routed to Becky Oswald at becky.oswald@wyo.gov for pre-approval prior to production. We look forward to your partnership in making this season our most memorable one yet.