Open Late
A campaign that treats the lit library window as the best advert in the city.
The brief
An imagined city library is extending its hours to midnight every Thursday. The campaign had to reach people who hadn't been inside a library for years.
The challenge
Libraries are often promoted as worthy. The campaign needed to make a late visit feel like a small, slightly rebellious pleasure.
Creative approach
- One recurring image: a warm window in a dark facade. Every poster is built around that single shape of light.
- Copy is short and conversational, written to be read from a passing bus.
- The system uses one display grotesk at very heavy weight, with an italic serif for the small human asides.
Bring a question. Stay for the answer.
Twenty-four lines, three survivors.
The best lines were the ones that sounded like a friend texting at 9pm. Everything clever was cut.
One warm light per poster.
- Every poster is built around a single source of light: a window, a lamp, a clock face.
- Flat colour, no glow: warmth comes from orange against midnight and dusty pink.
- Each light shape scales down to a sticker and up to a banner.
Outcome
A key poster, a series of three, a billboard adaptation and a set of social stills. The window shape works as a sticker, a badge and a lamp-post banner.
Something like this, for you?
I take on a few projects at a time. Tell me what you’re making and when.