FEEL THE ROAR
Social Media Campaign, Visual Identity, Strategy, Naming, Motion Graphics
Personal project context
Summer intern pitch project at Godfrey Dadich Partners︎︎︎. The briefing was to create a pitch project for a client, identifying a problem related to social media.
Credits:
Annie Bang - Strategy
Sofia Igoe - Editorial
Pooja Proach - Video
Ayla Hoffman - Design
Maria Boado - Design and Motion Graphics
PROBLEM
Public libraries, particularly the New York Public Library, primarily attract adult audiences. While there are initiatives for children, there's a gap in programs targeting Gen Z. Moreover, the current branding and experiences make it harder to engage this group. Without action, this decline could affect the long-term relevance of cultural institutions.
SOLUTION
To ensure the long-term relevance of this vital cultural institution, we developed an Instagram Stories campaign to grow NYPL’s Instagram followers and connect Gen Z with the library.
Through the campaign, we aimed to encourage young people to engage with books, culture, and explore new places in NYC. Most importantly, we wanted to remind them that NYPL is a space for them—a space for community.
The campaign would feature one or two cultural facts each week on topics relevant to Gen Z and related to NYC. They would be organized into four categories, each with its own Instagram highlight: Music, Art, Social Justice, and Education.
Each story set includes three parts: first, the cultural fact tied to a NYC figure or place; second, a curated list of books available at the closest NYPL branch; and third, upcoming events at NYPL related to the topic of the week.
MY ROLE
For this project, we started by brainstorming campaign ideas on a shared Figma board. We began with sectors, then clients, and finally the campaign concept. We all voted, along with the managers, to choose the concept and client that made the most sense, and mine was selected. Together, we added more stages to the user flow and refined it further.
In terms of design, I naturally ended up taking on the role of Creative Director, so I developed the entire visual system and the campaign name. Then, we divided the categories between the two designers. I also designed the logos for each Instagram highlight, the map, and developed the motion graphics.
Public libraries, particularly the New York Public Library, primarily attract adult audiences. While there are initiatives for children, there's a gap in programs targeting Gen Z. Moreover, the current branding and experiences make it harder to engage this group. Without action, this decline could affect the long-term relevance of cultural institutions.
SOLUTION
To ensure the long-term relevance of this vital cultural institution, we developed an Instagram Stories campaign to grow NYPL’s Instagram followers and connect Gen Z with the library.
Through the campaign, we aimed to encourage young people to engage with books, culture, and explore new places in NYC. Most importantly, we wanted to remind them that NYPL is a space for them—a space for community.
The campaign would feature one or two cultural facts each week on topics relevant to Gen Z and related to NYC. They would be organized into four categories, each with its own Instagram highlight: Music, Art, Social Justice, and Education.
Each story set includes three parts: first, the cultural fact tied to a NYC figure or place; second, a curated list of books available at the closest NYPL branch; and third, upcoming events at NYPL related to the topic of the week.
MY ROLE
For this project, we started by brainstorming campaign ideas on a shared Figma board. We began with sectors, then clients, and finally the campaign concept. We all voted, along with the managers, to choose the concept and client that made the most sense, and mine was selected. Together, we added more stages to the user flow and refined it further.
In terms of design, I naturally ended up taking on the role of Creative Director, so I developed the entire visual system and the campaign name. Then, we divided the categories between the two designers. I also designed the logos for each Instagram highlight, the map, and developed the motion graphics.
