Toronto Reference Library / Case for Support
Campaign Naming
Branding
Case for Support
Website
Signage
Stationery
The Toronto Public Library Foundation sought the help of Oxygen to create an integrated capital campaign to raise $10 million, from the private sector, for the revitalization of the Toronto Reference Library.
An important, iconic institution for over 30 years, the vital role Canada’s only public reference library would continue to have in the future of millions of visitors was captured in our “Re:vitalize” campaign name and collateral. A detailed look at the architectural modifications, the new 5,000-square-foot public space, the increased accessibility to the special collections, the modernized and new research/study areas, and implementations of new innovations for communications and connectivity were all featured in the Case for Support. The piece encouraged potential investors to “re:imagine” the library and “re:invest” to help achieve extraordinary “re:sults.”
A multicoloured mosaic graphic was inspired by Toronto’s multiculturalism, bricks, book spines and pixels. This graphic would play a visual role in identifying the campaign through all branded communications, creating energy with its vibrancy, standing out when used in street-level signage or construction hoarding, and offering creative possibilities for digital animation. The campaign re-established the importance of the Toronto Reference Library as a physical and cultural pillar in the heart of Toronto, winning significant support from key community members and citizens.
Interesting fact: The building’s original architect is Raymond Moriyama. His son Ajon, of Moriyama & Teshima Architects, has designed the transformation.
Toronto Public Library / Engagement Piece
The Toronto Public Library Foundation had two goals with this engagement piece: to communicate the importance of Toronto’s libraries to the social and economic success of the city, and to increase financial support for its future from the private sector.
Oxygen created a brochure founded on insights about the important connectivity that Toronto’s libraries weave in their communities, and the importance of its accessibility – for varied purposes – to the people of those communities. As many people don’t realize it’s the busiest urban library system in the world, we wanted to provide them with stats and facts in an educational but engaging manner. An illustrated representation of the city served to map many of the 99 libraries, giving an impressive overview of their span. Some pages summarized who Library users are and how they benefit from its use; others explained the four key economic drivers the Library is instrumental in supporting. Based on a positioning we’d helped the foundation establish for the Library – VITAL – the copy inspired readers to consider the importance of keeping the Libraries the city has, and developing new ones.
Oxygen delivered a multi-purpose communication tool to augment both public relations and fundraising for the Toronto Public Library Foundation. The brochure engaged Toronto’s key influential community members, including for mayor David Miller, improving awareness of the Library, and increasing donations to the foundation.
Illustration / James Turner
