By GINA LEICHTY
Eyedart Creative Studio

The Goshen community is taking its new brand to heart.

Today, the city announced the launch of a new campaign — The Good of Goshen.

The storytelling initiative features city residents who have transformed the community. These stories answer the question “How does Goshen do it?”

A community effort facilitated by the Eyedart Creative Studio collected 70 stories, both video and written, that reflect the citys character. Those include the story of how a local Amish family’s recipe for soft pretzels led to a national contract with Walmart, why a consultant to the United Nations decided to make Goshen his home, and how one man’s desire to hear music how the artist intended it became a downtown Goshen music store and performance venue attracting bands from across the country.

Throughout the course of a year, Eyedart is posting those stories regularly on www.GoodofGoshen.com

Along with the website, stories will be used in a variety of other marketing material including billboards, radio spots, and print. The campaign kicked off in late July with a float in the Elkhart County 4-H Fair parade. More than 100 Goshen residents danced their way along the three-mile route to a third place trophy in the open class category.

What makes Goshen stand out is summed up in the campaign slogan. “The amazing thing about Goshen is the people and their ability to work together to make our small city spectacular.”

“The name Good of Goshen was derived from the city’s new brand ‘Common good. Uncommonly Great’.” said Grace Bonewitz, Eyedart Creative Studio’s project manager. “There are so many people contributing to the greater good in Goshen and we wanted to recognize those folks who make up the fabric of our community.”

Local leaders are already applauding the project.

“Many times we all hesitate to brag,” said Diana Lawson, executive director of the Elkhart County Indiana Convention and Visitors Bureau. “Talking about how great our cities are is not bragging. It’s sharing with the world how fortunate we are to have worked together as a community to facilitate an environment where everyone can contribute to making Goshen a wonderful place to live and visit. Good of Goshen allows anyone to share their vision and hopes for this city.”

The Good of Goshen digital storytelling campaign aims to highlight the Maple City as an “uncommonly great” place to live, work, and visit. The unsurpassed student achievement from preschool through graduate school, strong business base, vibrant downtown, solid neighborhoods and thriving arts and entertainment scene reflect our community’s uncommon willingness to collaborate. Learn more at www.GoodofGoshen.com.

The campaign is made possible through a partnership with Goshen Community Schools, Goshen College, Goshen Chamber of Commerce and the City of Goshen.