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Newcomers often feel out of place in the Midwest, unsure of the region’s social norms, humor, and everyday quirks. Twelve States needed a clear way to help people understand and navigate the culture without feeling overwhelmed or out of step.
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People adjust faster when they understand the “why” behind a place, not just the facts. When cultural norms are explained with warmth and humor, the Midwest becomes less mysterious and more inviting.
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Twelve States is a playful, approachable guide that bridges newcomers and locals. Through yearly magazines placed across the region, the brand helps readers decode traditions, slang, and social cues so they can feel at home in the heartland.
Twelve States
Scope of work
Research | Publication Design | Branding | Naming | Copywriting | Art Direction
Twelve States is a yearly magazine created to help newcomers understand and appreciate the Midwest region’s unique culture, humor, and everyday rhythms. This project focuses on making Midwest life feel approachable by breaking down local customs, slang, traditions, and the quirks behind “Midwest nice.” Through a playful and warm editorial voice, Twelve States bridges the gap between locals and those experiencing the heartland for the first time, offering readers a relatable way to navigate, connect, and feel at home in the region.
