TMU Library Wayfinding & Awareness Campaign
- Executive Director, University Relations: James Wentzell
- Director of Marketing & Media Strategy: Katherine Greflund
- Creative Director, Art: Daniel Couto
- Creative Director, Copy: Kelley Doris
- Assistant Director, Marketing: Heather Belot
- Manager, Marketing and Communications: Jenna Charlton
- Project and Production Specialist: Kat Wu
The TMU Library: Discover the Library Between the Books wayfinding and awareness campaign shows Toronto Metropolitan University students that their library offers much more than a quiet place to read. The objective was to help students locate the library amidst the tricky campus layout, and highlight its wide range of amenities—such as 3D printers, podcast studios and research assistance.
On exterior signs, book shapes and imagery were used as an easy way to say “here’s the library,” and showcased the library’s more high-tech resources. On signage in other areas, copy highlighted where the library’s services fit in student life (e.g., between assignment and deadline). And within the library, messaging became more location-specific (e.g., between “where do I start” and “look what I made”). Timed with the arrival of students on campus in the fall, the campaign successfully transformed the library's image into a supportive, creative ecosystem and turned a traditional setting into an easy-to-find hub for discovery and collaboration.
