Before the renovation of the Johnson building (1972) at the Central Library in Copley Square, the building was uninviting and cold; however, the adjacent McKim building (1895) is palatial and synonymous with the Boston Public Library brand. Our goal was to highlight the innovative library services of the renovated building that meet the modern patron’s needs, while positioning it as an ideal complement to the historic building and its offerings. By bringing these opposites together in a clever way, we had the opportunity to change the perception of the Johnson building and to expand the Boston Public Library brand.

“The Opposites” campaign was developed from the concept that certain words and ideas, though on the surface appear to be opposing, are actually complementary. The modern patron is a well-rounded individual with a spectrum of library service needs and “The Opposites” campaign positions the Boston Public Library as a blend of the classic McKim building and the 21st century Johnson building to meet those needs. Using crisp, contemporary design and witty copy the opposites work together to capture the identity and brand of the Boston Public Library in 2016 and the essence of the renovated Johnson building.

We anticipate that “The Opposites” campaign will begin to alter how the public views the Johnson building and the Boston Public Library brand. After seeing the advertising on public transportation, digital billboards, and online, our hope is that the public will visit the renovated Johnson building to experience the new space and its innovative library services; and begin to recognize that the Boston Public Library is more than a historic building with traditional library services in Copley Square, but a city-wide library system that is a home for innovation, collaboration, and exploration, making for a truly unique library experience.