The Brief:
SPL has a large and diverse collection of materials, but many people weren’t accessing its services. There was also a lack of knowledge about how up-to-date the materials are, and how many copies of each are available. In order to increase circulation, we needed to get the word out about SPL.
Solution:
We decided to focus on the sheer volume of materials that arrive at SPL’s branches every week. The numbers alone were impressive. To emphasize the volume above everything else, we used large graphic numbers, interesting illustrations and a specific colour palette. We created a multi-message platform that remained consistent through all media. The posters were placed in public spaces around Saskatoon, and the coasters were put in local coffee shops and pubs where potential library patrons frequent. Oversized floor decals - that visually showed what 350 library items looks like - were placed in shopping malls.
Results:
The campaign was extremely successful. Circulation among SPL’s materials more than doubled during the campaign’s run, and it has received provincial recognition. SPL continued to print more posters and replace them on public billboards long after the campaign’s original deadline had ended.
The campaign received a Merit award, in the Campaign category, from GDC SK North's 2014 Elevators Awards. It also was awarded a Merit in the Premier's Awards of Excellence in Design, at SK Design Week 2013.
My Roles:
concept, art direction
Other Credits:
Rebecca Harbin - Designer
Pamela Cradock - Copywriter