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Visit Las Cruces, the real New Mexico logo in white

Visit Las Cruces promotes exploration for outdoor adventure, unique culinary experiences, and vibrant culture-rich history in the second largest city in New Mexico. From national parks and monuments to one of the top-rated farmer’s markets in the country, Las Cruces offers a world filled with natural wonder, year-round excitement, and historic proportions of fun! 

The team from Visit Las Cruces wanted a new look to represent a new chapter in their tourism advertising. With an old logo that felt disjointed from the reality of experiences, NMCO was more than happy to collaborate with the Visit Las Cruces team to make something their community could be proud of and help attract new visitors to a memorable destination.

Concept & Approach

Visit Las Cruces requested that NMCO explore our creative freedom. What a dream client, right? After a series of internal brainstorming sessions and development, NMCO presented a pitch highlighting the ruggedness, authenticity, and untapped charm Las Cruces had to offer, with a bold tagline that staked claim to something many may not be brave enough to utter.


12 months




With the native Sotol plant as our leading icon, along with the font choices, color palette, and textural elements, this branding identity captures the vivacity of Las Cruces’ culture and the enduring authenticity of the region.

On top of creating a new brand identity for Visit Las Cruces, NMCO Studio also created its new tagline “The Real New Mexico.” This tagline positioned Las Cruces as a rugged, down-to-earth option for tourists who want to enjoy a non-commercialized New Mexican experience. Together, they unite to create a visually captivating and emotionally resonant representation of this extraordinary destination.

Hover to see their old branding identity!

The Real New Mexico
30s Commercial Spot


Black Magic Pocket Cinema 4K 

Black Magic Pocket Cinema 6K 

Sony A7iv  

Sony A7sii 


Rokinon 50mm T1.5  

Sigma 17-70mm 

Sigma 18-35mm 

Sigma 35mm Art 

Sigma 85mm Art 


DJI Mavic Air 2S 

DJI Mavic 3 Cine 


MXL 990 condenser mic (voiceover) 

Envato Elements (music) 


Adobe Premiere Pro 

DaVinci Resolve Studio 

Visit Las Cruces
Brand Launch Video


Blackmagic Pocket Cinema Camera 6K

Sony a7 IV

DJI Mavic 3 Cine.


Sigma 18-35mm Art

Sigma 35mm Art


Lighting 1


DaVince Resolve Studio

Lifestyle Photography


Sony A7iv 


Sigma 35mm Art

Sigma 85mm Art

Sony 700-200GM


Adobe Lightroom

Adobe Photoshop


Natural light

white box product photos, Nanlite Forza 300 lights

Environmental Design

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Meet the Team

NMCO Studio member, Tina

Creative Director & Account Manager

Christina Ballew

NMCO Studio Co Founder, Lucky


Lucky Gonzalez

NMCO Studio member, Katrina

Assistant Creative Director

Katrina Chandler

NMCO Studio member, Dana

Lead Designer

Dana Apodaca

NMCO Studio member, Jenna

Graphic Designer

Jenna Dunlap

Graphic Designer

Blanca Martinez

NMCO Studio member, Sam

Photographer & Editor

Sam Palm

NMCO Studio member, Flor


Flor Hernandez

NMCO Studio member, Aaron

Videographer & Editor

Aaron Walterscheid

NMCO Studio member, Kahlo


Door Greeter & Cookie Eater

Kahlo is our gentle, friendly, office pup! He loves his belly rubbed, sniffing absolutely everything, and hasn’t found a treat he wouldn’t eat! Be sure to say hi, he loves the attention!

NMCO Studio member, Kelsey

Kelsey Gentile

Web Specialist

Once those websites are complete, Kelsey is our web maintenance manager. From regular updates, security checks, and content updates, Kelsey keeps our websites running smoothly, secure, and in tip-top shape.

NMCO Studio member, Annakat

Anna Kat Hollis

Senior Web Developer

Anna Kat is the driving force behind NMCO’s web development endeavors. With a sharp intellect, unwavering efficiency, and a keen eye for goals, she is the go-to expert for crafting everything from sleek landing pages to nationally acclaimed e-commerce sites. Anna Kat not only serves as your trusted web developer guide but also, if you look closely, you’ll notice she’s always impeccably color-coordinated with NMCO’s brand – a true testament to her attention to detail and commitment to the company’s image.

Zac Wittstruck


If you’re needing quality animation, Zac is your guy! Motion graphics, custom character rigging, and 2D animation are some of Zac’s specialties. Zac always wears a smile and is truly one of the nicest people you’ll meet. When Zac isn’t whipping out great animations, he plays bass guitar for a local jazz band! What a cool cat!

NMCO Studio member, Arron

Aaron Walterscheid

Video Specialist & Cinematographer

Meet Aaron, NMCO’s “Silent Assassin.” Despite his quiet demeanor, Aaron is an absolute powerhouse when it comes to videography, editing, color grading, drone operation, lighting, and crafting unforgettable cinematic experiences. His remarkable talent and expertise shine brightly, leaving an indelible mark on every project he touches.

NMCO Studio member, Sam

Sam Palm

Video Specialist & Photographer

Meet Sam, our resident photographer extraordinaire, who effortlessly transitions into the roles of Director of Photography, editor, color specialist, and an all-around Jack-of-all-trades. With an innate talent for capturing picture-perfect moments, Sam’s versatility knows no bounds. Beyond the camera, you’ll find him cruising the Southwest, embracing life to the fullest. Oh, and did we mention he boasts a head of truly great hair? 

NMCO Studio member, Ralph

Ralph Diaz

Senior Video Specialist

Don’t confuse Ralph with Academy Award-winning actor Johnny Depp. Although there’s a close resemblance, Ralph is much more talented behind the camera. He’s done it all from VFX to animation, to producing, directing, and editing some of our most memorable productions. It also should come as no surprise that he’s mastered the technical and practical aspects of videography, giving him the nickname, “The Doctor.”

NMCO Studio member, Dana

Dana Apodaca

Senior Graphic Designer & Art Director

Dana’s journey with NMCO has been nothing short of impressive, starting as a design intern and progressing to become a designer who now plays a pivotal role in assisting with art direction. Her dedication keeps our graphics department on track and ensures our processes are efficient and business-ready. Dana’s knack for creating identity systems has resulted in some of our most recognized work. And, if you’re fortunate enough to listen in, she’s consistently voted the best playlist in the studio.

NMCO Studio member

Dawn Franco

Studio Manager

With a background in journalism, file archival and organization, Dawn is our client onboarding extraordinaire. From contract preparation, to project management, account direction, and reporting, Dawn stirs the pot for most productions, making sure it’s served hot and on time.

NMCO Studio Co founder, Lucky

Lucky Gonzalez

Founder & Chief Executive Officer

When you have a wealth of creative content, you need someone like Lucky with 18 years of business experience to guide you on where to put it. He’s our media placement guru, with the expertise and know-how to maximize your impact. Whether it’s digital banner ads or broadcast TV, Lucky can take any budget and transform it into impressions and conversions. He’s dedicated to finding solutions for your unique challenges, making him an invaluable asset to our team.

NMCO Studio member, Tina

Christina Ballew

Founder & Chief Creative Officer

Tina, as a co-founder of NMCO, has been on a relentless mission to redefine creative services in the southwest. Building a creative studio from the ground up was a formidable challenge, but her vision and determination have transformed NMCO into a beacon of professionalism and innovation, known for its people-centric approach and out-of-the-box thinking. While she’s taken on nearly every role in the studio, Tina’s next ambition is nothing short of global. She’s poised to take on the world with her creative endeavors.