Lancaster City Indie Retail Week

Background

The City of Lancaster has a long history of being home to merchants in varied categories of products, dating back to the mid-1800’s. Combine this with the thriving restaurant scene and you’ve got the ingredients for a flourishing community. With the continued success of Lancaster City Restaurant Week, community organizations Lancaster City Alliance and Lancaster Downtown Investment District Authority felt a need to add its independent retailers to the spotlight. We partnered with their committee to build an event identity celebrating the city’s vibrant merchant community.

The hosting organizations share a common mission to promote city growth and stability, often teaming up on campaigns and events. One of them, a year-round, city-wide effort to promote shopping small and dining local in support of retailers and restaurants alike. This event aligns with that campaign, so we reused the price tag mark for recognition and paired it with custom type suggestive of a city grid plan for the logo. From typography to iconography, the remaining pieces of the identity contain elements cohesive to the continuous campaign mixed with unique assets to distinguish this event from others. Following this, we created a variety of materials to promote the event and an online experience to share special deals and sales from participating stores.