SoGood Awards Application
Conceptualizing and designing a compelling, visually-driven digital book launch in just under 4 weeks
Title of Entry: “Feminist Solutions for Ending War” Digital Book Launch
Client: Dr. Megan MacKenzie, Professor and Simons Chair in International Law and Human Security in the School for International Studies at Simon Fraser University
Project Challenge
Background: Dr. Megan MacKenzie was seeking creative design services to help promote the launch of her new book (co-authored with Dr. Nicole Wegner) entitled “Feminist Solutions for Ending War.”
The Challenge: Dr. MacKenzie knew that a traditional academic book launch would not be feasible with the ongoing COVID-19 pandemic. She wanted to involve the 16 contributing authors from around the world, however in-person events and travel were still restricted. This was also late 2021 and “Zoom fatigue” had settled in - researchers and academics were burnt out from spending so much time lecturing online.
“Goal: Design compelling creative visual assets that would promote the release of “Feminist Solutions for Ending War”, celebrate and engage its authors, and provide educational content that can be shared online post-launch.”
Objectives:
Conceptualize a unique creative direction that references the existing book cover while also standing out from other work in the field
Design flexible visual layouts for still and video assets that could accommodate both short promotional messaging and longer “evergreen” educational content (shared at a later date).
Deliver all assets by the end of November 2021, to be shared on Dr. MacKenzie/Book Authors respective social media accounts during launch week, and at their convenience throughout the year.
Strategy and Methodology
For the video, a consistent visual and script structure was crucial. As authors would likely be filming themselves using their cell phones or laptops, it was important to communicate these requirements at the beginning.
While waiting on footage, I analyzed online educational video channels like Vox to spark ideas for how I could approach the video and integrate author submissions. I also created a matrix to track the footage and timestamp the portions that would work best for the launch video.
To get a sense of typical design requirements for book promotional campaigns, I researched publishers to observe how new publications were promoted, particularly focussing on shareable assets for social media.
During my audit I discovered “teaser trailers,” - short videos which promoted new books like movies - and I knew these would benefit the book launch.
The book cover’s photograph was important to Dr. MacKenzie. An image of graffiti on war-torn buildings in Syria, she felt that this image captured the book’s spirit of radical optimism - bold ideas on the face of old structures. I sought visual references that incorporated photography and shapes in interesting ways.
I was immediately drawn to a college/paper cut-out look, reminiscent of a Constructivist aesthetic, which would go on to inform my final creative direction.
Solution/Contribution
For campaign visuals Dr. MacKenzie wanted to reference the book cover and also differentiate this work from imagery and aesthetics typically associated with the topic of women and peacekeeping (muted colours, doves/olive branches, hands, overly feminine silhouettes).
For a creative direction, I proposed a graphic approach inspired by the look of collaging and paper cut-outs. Angular shapes and textures mimic the look and feel of paper pieces and cut-up photographs. The overall mood of the design was provocative, imaginative, hopeful and creative. The tactile look of the cut-outs echo the sentiments of the book cover’s photo - the de/re-construction of ideas, dismantling and reimagining in order to visualize something new.
Campaign colours were derived from both the book cover and photograph, a bright palette of sky blue, indigo, pale yellow, bold black and off-white. Header type “Right Grotesk” was the same typeface as the book cover, complemented by the clear and legible “Work Sans” for the body type.
First Drafts
I initially considered a predominantly light blue design to mimic the book cover. However, I eventually settled on off-white background (see final creative) to better mimic the paper aesthetic while also ensuring the focal visual elements (like the book cover) stood out.
Still Image Posts (first drafts):
Storyboards for book teaser:
Storyboard for compilation video
Wondering what to do with the unused video footage, I designed “audiograms” as a way to feature each author beyond the compilation video. Dr. MacKenzie appreciated the additional method for spotlighting each contributor individually. This was especially important as some of the authors were early career scholars who could benefit from the supported exposure of their ideas.
Final Campaign Creative
Twitter/Facebook Still Images
Book Trailer Stills (watch full video here):
Full Compilation Video and Stills:
Audiograms (stills, listen to a complete audiogram here)
Branded landing page (accessible by vanity url fsew.ca)
Results/Impact
The book was available for purchase late November 2021. All campaign assets were ready for launch, as promised.
Dr. MacKenzie first shared the book trailer on November 22, 2021. To date, the post has 3,191 views, 31 retweets, and 70 likes. The compilation video currently remains a pinned Tweet on Dr. MacKenzie’s profile. So far it has 14 retweets, 44 likes, and an engaged thread of responses.
The book’s authors have also benefited from access to these assets, cross-posting on their own Twitter accounts. One notable example is Ray Acheson, Director of the international disarmament program, Reaching Critical Will. The organization’s twitter account posted their poignant audiogram on the importance of hope (375 views, 3 retweets, 24 likes).
It is with gratitude to share a testimonial from Dr. MacKenzie, who can best speak to the success of this creative work:
““Loren helped not only make my vision possible, but she extended and added elements to the digital launch series that were effective, creative, and original. What she created was beautiful, compelling, and beyond what I imagined was possible.
It’s hard to fully quantify the reach and impacts of the launch series, but I know that the book trailer was shared and watched hundreds of times, and that the audiograms, posts, and book launch video were all used by each of the 16 authors in their respective social media feeds. This is a collective reach of an international audience in the thousands.
I’ve had a great deal of positive feedback from authors and other scholars, who are impressed with the clear and original way we’ve managed to convey our key ideas and spark interest and attention to the book. I personally have never seen content like this, and other scholars have described the launch series as visionary and inspiring. It turned out even better than I could have imagined, and helps signal to the academic community that there are innovative ways to share content creatively.””