Client
Messiah Lifeways
Services
Publication Brand Development
Photography
Publication Design
Messiah Lifeways® is a nonprofit organization that provides a comprehensive network of senior community services and residential living communities designed to help their residents live what they call a “Life Embraced.”
As they considered revamping their communication strategy, the Messiah Lifeways team came to Fig Industries for the design of a new publication called Unscripted that would speak cross-generationally about life at Messiah Lifeways and why people should become a part of their community.
Style & Inspiration
The Messiah Lifeways team came with a vision for a clean, minimalistic magazine that was both artistic and authentic. Inspired by other publications that utilized large photos and well-placed white space, they tasked our team with creating a foundation for the biannual publication—weaving space for narrative lifestyle stories in with community updates to appeal to seniors as well as children of seniors who would recommend Messiah Lifeways to their parents. To capture this direction, our team created a dynamic mood board using guiding words from the client. We also chose an updated color palette that added complementary cool tones to their existing visual brand colors. With these elements in place, Unscripted began to take shape.
Photography
In addition to the design, the Messiah Lifeways team contracted us to take vibrant photography that would anchor the publication. We developed concepts for two days of onsite photoshoots that captured the lively, cutting-edge community they wanted to show to their readers. Each image for the magazine has a personal, storytelling feel that brings the content paired alongside them to life throughout the magazine.
Publication Design
Our final design for Unscripted encapsulated the client’s original vision, starting with the minimalistic masthead and leaning into the use of negative space for a distinctly modern feel. We highlighted photography in bold, two-page section openers as well as warm, human-centric covers and styled lifestyle shots, and we introduced a script font for eye-catching pull quotes and titles.
With each new edition of Unscripted, subtle design changes and new visual elements can be introduced to add variety, as the template of our original design creates a consistent foundation with the flexibility for fresh content. Our team was grateful to empower the Messiah Lifeways team with a strategic and compelling communications tool to reach their target audiences.