Without the Library campaign
Without the Library is a student profile series, that welcomes the unique stories of University of British Columbia (UBC) students and showcases how the Library helps shape their academic success and campus experience. I developed this project from conceptualisation to video animation to social promotions.
About the campaign
UBC Library is a globally influential research library that provides accessible resources and innovative spaces, but what do UBC students have to say about it?
Leading this campaign was one of my best experiences.
On the creative side I did the conceptualisation, illustrations, videography and animations.
On the communications side, I handled the strategy and worked closely with the director. I was in charge of coordinating and conducting the interview, managed paid and social media promotions, and analysed the metrics.
Focusing on the students
Without the Library is UBC Library Communications and Marketing campaign that solely focuses on the students, the platforms they’re active on, and their thoughts about the Library. Conceptualizing with students in mind, I looked toward modern, fun, and youth-focused platforms for inspiration.
Animating and illustrating for fun
Playing outside the box of corporate design, I had the opportunity to autonomously animate and illustrate fun graphics. I created all of the illustrations from scratch, crafting most of the pieces based on the story of the student.
Promoting on social media
On the communications side, I led the promotional strategy of the campaign, which includes paid Instagram and Facebook ads. This was the first paid campaign that the Library Communications and Marketing team conducted, and I can proudly say that managed the analytics and based strategy moving forward on data.
Landing page
The landing page was created by my colleague, Anna Moorhouse.
During her absence, I was in-charge of web coding (HTML/CSS). I adjusted the code by making the landing page more mobile responsive, added a call-to-action at the header, created a form, among others.
Prior to the launch, I co-led a user-testing for the landing page with the Director of Communications.
2019
Katya Roxas | Communications & Design Specialist
Project lead
Animation and illustration
Videography
UBC Library Communications and Marketing