Part of a larger branding initiative positioning Lancaster Pennsylvania as a vibrant cultural destination, local design studio Moxie House LLC created this publication giving both voice and vision to the small city. Named after the fruit, a symbol of unity and prosperity, the subtleties of figs and their importance in historic cultures the name is a tribute to the city’s distinctive lifestyle—small, sophisticated and not too sweet.
The publication celebrates the understated elements and beauty woven into thriving small cities and also functions as an economic development tool that positions growing communities as exciting places to live, work and play. It creates a destination through imagery and language that gives both locals and visitors a picture of community. Printed 4 times each year, and with a dedicated social media presence and website, the publication is direct-mailed to 65 percent of the readership; 35 percent picks it up from targeted, high traffic locations.
Moxie House LLC, design/creative direction/concept;
Jeremy Hess Photographers, photographer.