Key Challenge
All together now.   Goshen, Indiana is a city where citizens and leaders alike are focused more on the greater good than on themselves.  The result is a community that works together to support every citizen equally with a focus on volunteerism and giving.  But when developing a community brand, some leaders worried that an identity focused on altruism might diminish other assets including an entrepreneurial environment, natural beauty and a charming downtown.  

Critical Insight
North Star research found that Goshen’s quality of life assets are a direct result of a legacy focused on helping others. That legacy enhances the quality of life for residents, which in turn makes the area attractive to visitors and economic development interests.  Turns out that what goes around truly does come around!

Brand Strategy
North Star recommended targeting people who value community, positioning the city as a place where a tradition of being motivated by the greater good gives you a sense of harmony and the rewards for contributing.

The creative challenge in Goshen was developing a graphic identity that showcased the community’s tremendous appeal in the context of working for the greater good. Like Goshen, the creative work needed to be warm, welcoming and generous without being preachy.  The line Common Good, Uncommonly Great cleverly balances the idea of a community dedicated to the common good with the many benefits and high quality of life that exist as a result.  The logo is simple but memorable, demonstrating the strength of many parts unified. 

Initial Concept

One of the ways North Star brings your community brand to life is with a Brand Identity package, which is the creative representation of your community brand. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

 

• Email for good - The City may choose to offer signatures for city employees that link directly to a particular cause or city initiative for which people can donate time or money.
  
  
• Recruit education concierges - Solicit expertise from retirees in education and business to establish an education concierge network comprising former educators, researchers, and marketers to produce content and compelling data that properly advances the image of Goshen schools for the purposes of economic development.
  
  
• Consolidate the good of Goshen - Organize community service, philanthropic, volunteering, and other opportunities that are emblematic of the brand into a single program called The Good of Goshen featured at www.goodofgoshen.org which should be linked from Goshen’s community portal.
  
  
• Reward volunteers - In the spirit of the brand call your volunteers UGP (Uncommonly Great People) and reward them with merchandise.  
  
  
  
• Take the show on the road - Use a branded bus or shuttle from a local manufacturer to transport volunteers and leaders on tours of the region to see how others are contributing to the Common Good in the region.
  
  
  

Kudos

"The strapline created by North Star has been a real home run with the citizens of our community. I remember when I first saw it and the feeling I had that this really defines the Goshen community. As I have presented this across the community the support for all of our work on the branding initiative has been exciting to see."

- David Daugherty, President, Goshen Chamber of Commerce

Press

Chamber chief pitches new Goshen community brand

Goshen's Branding Plan Rolls Out