Common Good, Uncommonly Great

Transition Goshen note: Sometimes the opportunity to see yourself through someone else's eyes can be a gift. Independent of the process for arriving at Goshen's new brand initiative, the observations of the marketing firm that created it seem to really hit the mark.

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.

Source: North Star Ideas