Little libraries, global interest, big impact.
Little Free Libraries are book exchanges hosted by everyday people in their yards or communities, that encourage neighbors to give a book/take a book. They are a way to distribute reading material in book deserts—places without a library for miles—and encourage interaction between community members. I noticed that every time we posted a photo of one of these, they performed really well due to the combination of social good, book culture, and cuteness. So to reinforce the brand’s position as both design-forward and a supporter of the book community, I invented a design competition for Chronicle Books to sponsor, with a twist—the requirements for the library would be taken from a survey of library owners, making sure the problems being solved were directly connected to the needs of those who know the product best.
300 submissions received from 40 countries.
15 press hits in publications like Quartz and Publisher’s Weekly.
Content associated with competition was top performing on social.
Campaign planning, brand strategy, art direction
Build on the interest of our existing audience with a brand campaign that surfaced a commitment to social good and our design-forward thinking, unique in the industry.
I crafted an architectural competition that would use design thinking to form the creative brief—the first time this had been done—and that would open the door to exploring mass production. We partnered with AIASF (American Institute of Architects, San Francisco) and the Little Free Library non-profit to spread the word, and secured an impressive panel of judges including representatives from Project H Design, Princeton Architectural Press, and esteemed architectural firm Snøhetta which had just completed work on the new SFMOMA.
Team Members: Lisa Ferkel, Designer; Jenna Homen, Community Manager
Here are some of the winning entries: