Saskatoon Public Library – 2013 Campaign

The 2013 awareness campaign built off the success of the previous years inaugural release of the new Saskatoon Public Library rebrand. The bold colours were juxtaposed with a whimsical illustrative style. The messaging was unique and strategic – we knew the audience loved content and were going to be intrigued.

The “Exact Approximate” theme was developed to showcase the amount of materials while adding a possible real life equivalent. It really didn’t matter if the numbers weren’t perfect – we knew that if any of the patrons had a problem with it, the SPL would be able to use that opportunity to connect. There were real social interactions based on the veracity of the campaigns claims.