To celebrate Hayden Library’s 50th anniversary in 2016, ASU Library launched a campaign to commemorate its history and build excitement for upcoming renovations. We needed to create a variety of campaign materials that would engage diverse audiences– students, faculty, donors, and the general public, while reflecting both nostalgia and forward momentum.
I designed a suite of collateral materials, including a coloring book, coasters, bookmarks, water bottles, buttons, and custom mailers. The visuals leaned into mid-century cues to reflect the building’s architectural era, paired with contemporary layouts to signal change. The materials helped generate buzz and visibility for the Hayden50 celebration. The creative, tactile pieces also laid the groundwork for future donor engagement as the renovation project progressed.
The Hayden50 campaign ran a course of about 6 months and included digital and printed signage, a web and social media presence, collateral materials and several news articles. Collateral materials included a coloring book (for more information, visit my Hayden50 Coloring Book project), bookmark, buttons, water bottle, coaster, and a save the date and invitation that was mailed to donors and members of the community.
At 50 years old, Hayden Library is among the most iconic and beloved buildings on Arizona State University's Tempe campus. Its rich history, beginning in 1966, has played a vital role in the university's growth over the course of five decades, and today Hayden receives an average of 10,000 visitors each day. Hayden50 is both a tribute to the library's 50-year history as well as a look ahead to its future. —excerpt from Hayden50 Coloring Book
Project Members:
Creative Direction: Jennifer Duvernay
Art Direction: Amy Carolyn Watson
Student Worker and Photographer: Kelsey Hinesley
Copywriting: Britt Lewis