new canaan library
Designing trust: Reimagining donor outreach through empathy and storytelling
A multi-faceted campaign for New Canaan Library focused on connecting community values to vision—through print, digital, identity, and experiential touchpoints.
Building more than a building
When New Canaan Library entered a pivotal moment in its capital campaign, the challenge wasn’t just to show progress—it was to renew trust. Donors were emotionally and financially invested in the outcome, but some questioned whether the evolving design still reflected the town’s spirit.
I joined a team charged with telling a more resonant story. One that didn’t simply showcase the architecture, but invited donors to envision how the library’s spaces would nurture community—especially its youngest readers, lifelong learners, and families.
A children’s book for grown-ups
Rather than recycle renderings, I proposed a printed piece that would surprise and delight: a die-cut pop-up folio that opened to reveal a three-story axonometric view of the library’s interior.
The visual emphasized programming over facade—highlighting amenities that mattered most to donors, like the children’s library, quiet work zones, and flexible community rooms. The piece positioned the library not as a static structure, but as a living organism for civic life.
Reflecting community through immersive storytelling
The donor folio was one part of a broader experience that included environmental storytelling—most notably the Mirror House, a modular installation sited temporarily at the building location.
I contributed printed collateral and environmental graphics that tied into the broader campaign identity and messaging, giving visitors a sense of the new library’s scale and purpose in a hands-on, family-friendly format.
Reinforcing the story across platforms
To ensure consistency across media, I developed branded email templates and graphics that echoed the folio’s visual language.
On the web, I supported the design of campaign landing pages and informational updates, refining how information was structured and visually prioritized for donor clarity.
“I see design as a partnership tool. It’s not just about showing what something looks like—it’s about revealing who it’s for, and why it matters.”
New Canaan Library wasn’t just about a building. It was about translating civic values into a shared future. This project reinforced one of my core beliefs as a designer: when we lead with empathy and story, design becomes a tool to build alignment—not just deliverables.