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Case Studies

Launching the National Coalition for Open Roads (NCFOR)

PICXM partnered with leading stakeholders in transportation and infrastructure to launch the National Coalition for Open Roads (NCFOR), an advocacy organization dedicated to ensuring safe, open, and economically secure highways during winter months. From inception, PICXM led every phase of the initiative—developing the brand identity, building a bipartisan advocacy platform, crafting compelling policy messaging, and coordinating outreach to congressional leaders and industry partners. Today, PICXM continues to serve as the coalition’s executive team, driving media strategy, coalition growth, and legislative engagement. Under PICXM’s leadership, NCFOR has become a national voice on winter road safety and domestic supply chain security, uniting industry and policymakers around solutions that save lives, strengthen local economies, and support American salt producers.

  • Government Affairs, Public Relations
  • Transportation & Infrastructure

Preparing Athletes for Life Beyond the Game

PICXM partnered with BYU Athletics to develop and launch Built4Life, a pioneering, athlete-centered program designed to prepare student-athletes for life beyond sports. After conducting a national, multi-year study of college athletes and the key drivers of athlete satisfaction, development, and retention, PICXM led the creation of a holistic career and personal development platform rooted in four pillars: Learn, Brand, Work, and Love. The program connects student-athletes with real-world internship opportunities across Utah’s top-performing industries—providing hands-on experience that aligns with each athlete’s goals and passions. In addition to career training, Built4Life invites business leaders, entrepreneurs, and subject matter experts from across the state to mentor student-athletes in areas such as leadership, finance, entrepreneurship, and service. The result is a unique, values-driven approach to NIL readiness and long-term career success—grounded in BYU’s mission to develop leaders of character who “enter to learn and go forth to serve.” Built4Life now serves all BYU teams and student-athletes, setting a new national standard for what it means to care for the whole athlete—on and off the field.

  • Public Relations
  • Education

Uniform of the Year

PICXM partnered with BYU Athletics to reimagine the football program’s visual identity—launching a bold new uniform for the 2022 Shamrock Series game against Notre Dame. The cinematic reveal campaign, featuring UFC legend Forrest Griffin and celebrity magician Mat Franco, captivated national audiences and was hailed as one of the greatest uniform reveals of all time. The design went on to be named 2022 Uniform of the Year, becoming a defining moment for the program. But the impact went deeper. The new uniform system was the result of a thoughtful rebrand led by PICXM, rooted in historical and cultural research that honored BYU’s 100-year football tradition. Most notably, the redesign united the two iconic shades of Cougar blue—Royal and Navy—that had split time for nearly a century, creating a unified brand that resonates with players, alumni, and fans alike. The result is more than a uniform—it’s a symbol of pride, legacy, and what it truly means to wear Cougar blue.

  • Creative Services, Public Relations
  • Education

Freaking Delicious

PICXM supported SPYLT through the early phases of its brand launch—building buzz through a high-impact influencer marketing strategy and culturally relevant content. The team activated creators from across the sports and entertainment world, including UFC athletes, college athletes, and viral icons like The Professor, Badlands, Steven Shapiro, ThatWasEpic, Cory LaJoie, and Bryce Wettstein. These partnerships helped SPYLT connect with a diverse, high-engagement audience. PICXM also managed the brand’s early social media content and supported activations like Fancy Foods in Las Vegas, while deploying guerrilla marketing teams in major markets to gather dynamic content. These efforts positioned SPYLT as a bold new player in the functional beverage category with credibility, flavor, and personality to match.

  • Creative Services, Digital Marketing
  • Consumer Goods
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