THE BIG READ DALLAS 2013
As part of the D Leadership Academy's inaugural class, and lead of the branding and marketing team, I helped to create and employ the brand and promotional framework for The Big Read Dallas. Thirty of Dallas's young leaders not only spent nine months learning about every aspect of leadership in Dallas spanning from civic issues, public health, education, architecture, justice and the arts, but also worked to create programming to engage the entire city of Dallas to read one book together as part of our partnership with the Dallas Public Library and the National Endowment for the Arts and its Big Read program.
The brand and supporting elements were created for flexibility and to encourage inclusivity across all mediums. The posters, billboards, digital ads and other supporting materials were purposefully designed to use large text with minimal but highly symbolic elements, to make sure the Spanish versions and English versions aligned visually and conceptually — so our audiences could absorb the campaign's meaning through the power of words, regardless of the language.
The system we created in year one was also intended to work as the visual platform for all subsequent Big Read Dallas programming, regardless of the book. Each year, the Academy class would be tasked to create events and promotions to raise interest around the concept of each individual book's theme. For example, the book my class was tasked with promoting in 2013 was Fahrenheit 451 by Ray Bradbury. Promotions included testimonials from well-known Dallasites, book drops at train stations and other high-traffic areas around the city, staged "book burnings" at local Dallas schools and a large kick-off to all of April's activities with a "read-in" at Klyde Warren Park.
In year one, we were able to raise money to give away over 20,000 free copies of Fahrenheit 451 to DISD high school students to participate.
Marketing Strategy, Creative Direction, Design, Copy, Production
CONSULTANT + ADVISOR TO CLASSES OF 2014 + 2015
Made possible by the National Endowment for the Arts, Friends of the Dallas Public Library and D Magazine
THE BIG REAd brand + PROMOTIONAL Applications
Pictured: Branding, Posters, Website Banners, Copy // Not Pictured: Email Newsletter, DART Billboards, Banners and Corner Markers, Additional Fundraising Collateral
Concept: At first glance, the Big Read Dallas logo and tagline lockup resembles the state flag which reflects the pride and attitude behind our efforts and the impact that can be inspired by our community when we act as one. The star shape and page visually represent “One City, One Book” while the shape of the main mark has different visual metaphors. It resembles turning a page of a book like how TBRD is helping Dallas turn a new page; it also looks like a dog-earred page, which symbolizes active engagement in reading. The wordmark is stacked specifically to emphasize the words “READ” and “Dallas.” This is both an invitation and command for Dallas to read as well as an invitation to the national community to “Read Dallas” — to see Dallas in a new light.
The BIG READ DALLAS VOICE + BRAND GUIDE
When working with multiple teams across various disciplines, press and other outlets, we made sure every party responsible for any touchpoint was communicating within the same voice, personality and style as every other development team taking part in advancing The Big Read Dallas. Especially in its inaugural year. Check out the brand guide here.
THE BIG READ SEEKS TO CHANGE THE PERCEPTION OF DALLAS
Dallas is the "Reading Capital of Texas." In fact, the Dallas Public Library is the largest non-university library in the state. Part of our challenge was to change or at the very least add more intellectual substance to what people see as stereotypical Dallas. We were surprised and delighted at the reception, not only to year one of The Big Read Dallas, but also at the flood of applications that came in to be part of the second class of D Leadership Academy.