L'Association des bibliothécaires du Québec - Quebec Library Association 2014: Bibliothèques et design / Libraries by Design Trials, tribulations, and triumphs. Every marketing campaign has them. Communications Officer Merika Ramundo and Digitization and New Media Administrator Greg Houston briefly recount their "learning moments" around creating and designing McGill Library's 2013 "Everything You Need" marketing campaign. Attendees will walk away with practical tips and strategies on how to improve/freshen up marketing materials without spending a fortune.

1. Greg Houston, Digitization and New Media Administrator
Merika Ramundo, Communications Officer
gregory.houston@mcgill.ca
merika.ramundo@mcgill.ca
The
on Design:
Tips and Tricks for creating promotional
items at your library

2.  Eat chocolate
 Assemble the troops
 Prepare your kit
 Strategize! Plan!
Getting started

3.  Why are you doing this?
 Who is your audience?
 What is your message?
 How will the campaign be used?
 Timing is everything!
Strategize! Plan!

4. Inspiration

5. At the heart of it all…

6. Inspiration from the outside in…

7. Idea Ping-Pong

8. Sketch to mockup
Rough mockups
Initial Sketches

9. Mockups
Visual guide for Library services.

10. Google
Wikipedia McGill Library
Research Accuracy Scale
Library – 1 Backpack - 0

11. Promotional Campaigns

12. 2010 - 2011

13. 2011 - 2012

14. 2012 - 2013

15. 2013 - 2014

18. Trials & Tribulations

19. Budget, Approvals, Outsourcing
McGill Library book bag re-design concept, 2012 Smoke-Free Terrace Campaign tentcard, May 2014

20. Collaborative Design, Translation & Last Minute Changes

21. Rights & Appropriation - Subway Map Concept (2011-12)

22. “If everyone in town comes to my plant
and takes a free sample of what I make,
I’ll go bankrupt. But if everyone in the
world takes a free sample of one of my
ideas (or at least one of my good ones),
we’ll all get richer….Ideas can’t be stolen,
because ideas don’t get smaller when
they’re shared, they get bigger.”
http://ideas.ted.com/2014/02/03/the-big-mistake-we-all-make-about-ideas/

23.  Photography
 Typography
 Colour
 Vectors
 Motion
Tips & tricks!

24. Photography

25. digital.library.mcgill.ca

26. Stock vs. Unique imagery
Quebec standard products : maple syrup
and maple sugar.
mcgill.worldcat.org/oclc/732289096
Courtesy: istockphoto.com

27. On-site photography
Photos courtesy of Klaus Fiedler.
Photo courtesy of Klaus Fiedler.

28. Studio photography
www.mcgill.ca/library
Book of Hours, Use of Sarum, Flemish or English, c.1450.

29.  Colour balancing: eyedropper tool & Xrite colourchecking chart
Studio photography
Judy, a glove puppet
digital.library.mcgill.ca/puppets
Puss in boots, the cover.
digital.library.mcgill.ca/stories

30.  Library banner.
Details
Old McGill 1916
yearbooks.mcgill.ca

31. Details
Bookmarks
yearbooks.mcgill.ca
digital.library.mcgill.ca/warposters
Christmas card
The illustrated London news.
mcgill.worldcat.org/oclc/1752679

32. Typography

33. Typography
fontshop.com/glossary/

34. behance.net/Gallery/Periodic-Table-of-Typefaces/193759
www.joustmultimedia.com/blog/post
/the-art-of-combining-fonts
 So many choices!
 Squash & stretch
 Type families
 Web and Print
 All CAPS
Typography
turnarounddesign.com/what-does-typography-say-about-your-brand/
http://www.fionarobertsongraphics.co.uk/
www.urbanfonts.com

35. Colours

36. Commercial illustration for the Canadian
Pacific Railway by Peter Ewart
 Swatches
 Schemes
 Pure vs. Rich Blacks
Colours
Kuler.adobe.com
Rich Black
50% Cyan,
50% Magenta,
25% Yellow,
100% Black
Pure Black
100% Black

37. http://help.adobe.com
 Vectors
 Fill objects
 Pen Tool
 Smart objects
Objects

38.  Character animation
 Motion tracking
 Hand drawn style
 Kinetic type/icons
Motion
Videos have been removed
for slideshare

39. Thank you!
gregory.houston@mcgill.ca
merika.ramundo@mcgill.ca
Would you like to dig deeper?

40. Websites that inspire
Merika
50 Best Design-Themed Pinterest Boards: http://www.creativebloq.com/inspiration/pinterest-boards-812533
Library infographic on Pinterest: http://www.pinterest.com/yeoldefort/library-infographics/
Fast Company: http://www.fastcompany.com
PSFK: http://www.psfk.com/
John Cotton Dana Awards: http://www.ebscohost.com/academic/john-cotton-dana
I Love Charts Tumblr: http://ilovecharts.tumblr.com/
TedTalks Design: http://www.ted.com/topics/design
TedTalks Marketing: http://www.ted.com/topics/marketing
NYPL: http://www.nypl.org/
Comic Sans Criminal: http://www.comicsanscriminal.com/
Books that inspire
Merika
Steal Like An Artist by Justin Kleon: http://austinkleon.com/steal/
Big Book of Graphic Design: http://www.goodreads.com/book/show/324969.The_Big_Book_of_Graphic_Design
Blogs that inspire
Merika
Mitch Joel’s blog “Six Pixels of Separation”: http://www.twistimage.com/blog/
Seth Godin’s blog: http://sethgodin.typepad.com/
Marketing & Design Resources
Presentations
Prezi (presentation tool): http://prezi.com/
The Dirt on Design “Crib Sheet”

41. The Dirt on Design “Crib Sheet”
Typography
Create your own info graphics! http://www.easel.ly/
Kinetic typography motion graphics: http://www.creativebloq.com/typography/examples-kinetic-typography-
11121304
Fonts
My Font: http://www.myfonts.com/WhatTheFont/
dafont: http://www.dafont.com/
Typography app! http://notegraphy.com/
Free or almost free icons for signage
http://www.flaticon.com/
http://thenounproject.com/
https://www.iconfinder.com/
Photographic rights & permissions (waivers) – links to samples & guidelines:
http://www.sfu.ca/clf/styleguide/photography.html
http://www.sfu.ca/starrynights//Resources/ConsentToUsePersonalInformation-2013ADULT.pdf
https://uwaterloo.ca/brand-guidelines/visual-identity/photography
Content
Public Domain/Creative Commons
Creative Commons Flickr: https://www.flickr.com/creativecommons/
Getty Publications Virtual Library: http://www.getty.edu/publications/virtuallibrary/index.html
The Public Domain Review: http://publicdomainreview.org/
Bodleian Library/Vatican digitized manuscripts: http://bav.bodleian.ox.ac.uk/