Ideas Collide at the Library
The Saint Paul Public Library was eager to reintroduce its network of libraries to the public, especially in a post-pandemic world. Foot traffic was down, as was familiarity with the library as a third-place for the public. They had just finished a rebrand in partnership with Uno Branding, and needed a launch campaign to inspire people to rethink the library.
Behind the Project
I was thrilled to work with the Saint Paul Public Library on launching their new brand. I grew up in one of those families that regularly rotated between libraries so as not to overstay our welcome. (Little did I know, library staffers do not mind regulars!) Beyond that, my dad spent his whole career working for the City of Saint Paul as an architect at Saint Paul Public Housing Agency, so it was fun to work with the city myself.
Needless to say, this is hands-down the most exciting thing I’ve done in my entire career, from my family’s perspective. Plus I got to work with Marketing & Communications Manager Stacy Opitz again, who I’d teamed up with on the rebrand of Prepare + Prosper about 10 years ago. The entire marketing team we worked with was fun, creative, passionate and inspiring.
Design & Photography
To be my partner in this project from a visual standpoint, I enlisted Ashley Zimiga of Slow Down Creative. We’ve worked together for years on designing brand identities and campaigns, and she has a deep passion for libraries and SPPL’s values. She also shot and edited an original photoshoot for this campaign.
The Team
Ashley’s self-portrait as a bird watching enthusiast at the Sun Ray library.
Media Strategy
For media guidance, I tapped Lukus Blackford, who I’ve worked with on multiple campaigns over the years. Lukus helped the library ensure that the key audiences would be targeted with the types of ads we placed for the campaign.
Rethink the Library
As part of our immersion process, we talked to many stakeholders within the city of Saint Paul, including Mayor Carter and Council President Mitra Jalali. Libraries are a key extension of the city’s values of inclusivity, access and equity. We learned a lot about the library’s countless programs and services that go far beyond books—from State Park passes to housing guidance to lactation classes and more.
We explored several strategic territories for the campaign, but landed on the idea that the library is where great ideas collide. Taking inspiration from the concept of dialectical thinking, we decided to celebrate the fact that progress starts with friction, and when we encounter bold new ideas together, we advance together.
“Ours”
This territory led to the tagline “Ours.” It celebrates the fact that there are many ways to use the library, and they’re all equally important, even if they directly clash sometimes. Guitar lessons and poetry slams can coexist with quiet study rooms and focused community meetings. Clay building and pretend sessions can happen right next to classes about becoming a parent or job search support.
The tagline itself was inspired by Mayor Carter’s common refrain: “It’s your library”—opening it up to be all of ours at once.
manifestoOurs
“The library is many things to many people—and that’s the beauty of it. Loud and quiet coexist. No book is banned, and all ideas, people, and needs are welcome. Critical conversation and community organizing are encouraged. There is no entrance fee, no time limit, and loitering is kind of the point. We don’t need fines to encourage us to return books, because we can’t wait for our neighbors to read them.
It’s a place where there are no bad questions, and you can ask for help with anything. Job hunting. 3D printing. Lactation. Housing services. Wildflower gardening. It’s a place for the curious, and that’s all of us.”
Creating the Campaign and Photoshoot
Authenticity was key to the library. They wanted to feature real patrons and real stories, rather than stock photography and hypothetical anecdotes. To build this base of stories, we conducted a photo shoot on a chilly Sunday, inviting some of the library’s most passionate advocates to be the stars. We collected their stories, and turned them into ads showcasing the many dynamic—and sometimes contradictory—ways people use the library.
Launch Video
Finally, we turned the campaign into an anthem video with cutdowns aimed at showcasing different services to different user types. Some may want to know about free wi-fi, while others want to check out its axolotl! Ashley and I created the script and storyboards, and the City of Saint Paul led the animation and editing process.
Peep Local Media
The library recently launched their new brand, and is in the process of sharing the campaign as well. For now, keep an eye on digital and transportation spaces in Saint Paul, and don’t forget to follow them on Instagram.
If you’ve never visited a Saint Paul Public Library, now’s your chance!