"The St. Louis Public Library is a grand Cass Gilbert structure wrapped in a handsome Beaux Arts facade. There is little public signage, and the building stands slightly back from the street, stately and gray and aloof in the hustle of downtown. Some residents thought the building was a soldiers' memorial, an old post office, or the DMV. In the months before a major interior renovation, we reminded the St. Louis Public Library Foundation that potential donors would rain more financial support on an institution they were emotionally connected to. We commissioned artist Noah Woods to illustrate two-story tall banners showing the wonders waiting inside. Suddenly groups of school kids and downtown residents were photographing themselves in front of the banners, and folded cards of the illustrations became a hit among patrons. The $70 million capital campaign was kicked off on the right foot."