Organized by le Bureau du design de la Ville de Montréal in collaboration with the Cité du design de Saint-Étienne in France, the event helped Beauregard conceive of the library transformation as an opportunity to explore the intersection of construction projects, visual design and communications. “The renovations meant that students would experience disruptions and noise during the transformation,” he says. “Our challenge was to find a way to ensure that anyone who interacted with the library was aware of upcoming disruptions, of alternative study spaces as well as the project’s benefits.”
From the beginning, UCS collaborated with Concordia’s libraries on a strategy that focused attention on the vision behind the renovations: to transform the space into a next-generation library.
The campaign included creating an identity for the Webster Library Transformation Project, surrounding the work site with colourful and informative signage and displays, publishing a dedicated blog to inform the university community of progress, engaging students in providing feedback and input, and disseminating information through existing campus channels, speaking events and the external media.
Beaudry says the visuals, inside and outside, created a strong awareness around the benefits of the new space for students, which was supported by regular coverage across the university’s communications channels. “The blog and the constant presence in the university’s online newsletter, sent out to staff, faculty and students, maintained momentum and, most importantly, the Libraries received literally only a handful of complaints!”
Ultimately, Beauregard says, the successful marketing and communications campaign wouldn’t have been possible without the commitment of staff and faculty from different departments at the university. “This was truly a perfect example of cross-sector collaboration.”
Visit the Webster Library Transformation Blog to find out more about the ongoing renovation project.