ABOUT

Challenge
Post-pandemic, Toronto Public Library (TPL) faced a profound challenge: reintroducing itself to a city that had been physically and emotionally distanced. While many still thought of this 138-year-old heritage institution as a quiet haven for books, the library had transformed into a dynamic hub of technology, creativity, and community connection.

Our task was clear yet ambitious: shift public perception to reflect TPL’s modern relevance and welcome its audience back to the branches.

Insight
Research revealed a gap between what TPL offers and what people expect. For most, the library still meant bookshelves and whispers. However, it provided so much more: coding classes, 3D printing labs, career workshops, and spaces for cultural exchange.

People saw the library as a place to borrow books, but in reality, it’s where you go to own your future.

The library wasn’t just reopening its doors—it was opening pathways to personal growth, technological exploration, and shared community purpose. To reframe the narrative, we needed to shine a light on the unexpected and essential ways TPL enriches lives.

Idea
"TPL Open Doors." A campaign that redefined TPL as a gateway, not just a destination. The metaphor was expansive, capturing everything the library does to empower Torontonians—whether it’s launching careers, inspiring creative journeys, or fostering community connections.

Execution
To bring the idea to life, we collaborated with illustrators to develop nine unique illustrations, each speaking to the library’s modern offering. The creative style differed from everything the Library has previously done and, therefore, stood out as a bold and impactful initiative.

It was essential to highlight the vital role the Toronto Public Library plays in serving its diverse communities. Every character and detail was thoughtfully crafted to reflect the library’s commitment to inclusivity, ensuring all library lovers feel seen and represented.

A year-long campaign, “TPL Open Doors” transformed curiosity into action through a multi-channel comms strategy, including OOH, owned digital platforms, in-library placements, and partnerships with TTC and the Toronto Star.

Impact
The results spoke volumes: The campaign didn’t just bring people back to the library—it reshaped what the library means to Toronto.

TPL is no longer just a place to borrow books. It’s a launchpad for ideas, skills, and possibilities.