Liberty After Dark

Liberty Entertainment Group runs many distinct Toronto venues, and a guest may only know one. Liberty After Dark is a seven-day discovery campaign I proposed to change that: “Seven days of discovery. One unforgettable city.”

Each day is a numbered coat-check ticket that opens one neighbourhood. Day 1 opens the week, Days 2 to 6 each feature a venue, and Day 7 lets guests choose.

The whole campaign as a 14-slide deck, from the idea to event-day operations. Use the arrows, swipe, or pick a slide below; select a slide to see it full size.

My hypothesis: guests discover Liberty venue by venue. Someone who knows the castle may not know the supper club, even though both belong to the same group.

This is a hypothesis to test, not a finding. I have no visitor data from Liberty, so the campaign is built to measure whether cross-venue discovery actually grows.

I audited Liberty’s public website and each venue page. Every venue fact in the campaign traces to an official page, and anything I could not verify, such as menus, prices, hours and event dates, stayed out. The audiences in the table below are my proposal.

I built Liberty After Dark on my own as a demonstration campaign. The brief I set myself was simple: show how I would plan, design, run and report on one campaign across several venues, and how I would handle their social accounts day to day.

I did the strategy, creative direction, copy, design and build: the audience and channel plan, the seven-day social calendar, the poster, Instagram post, email and menu insert, the concept website, the event workflow and the measurement framework. I used AI-assisted tools to help build the concept site and to create concept imagery, and I directed, reviewed and edited all of the work.

The channel calendar below is a proposed plan. Nothing has been published.

The campaign is built on a coat-check ticket: a numbered stub that scales from a Story to a poster and gives every day its own place in the week. Type is Imbue for display and Hanken Grotesk for text.

These are concept tokens, not Liberty brand standards. The campaign deliberately uses different type and colour from Liberty’s own site, so it can’t be mistaken for an official page.

One idea in four finished formats, designed with AI-assisted tools. None of them promotes a real event, offer or menu, and none has been published or sent.

The campaign hub is a working React concept site, live as an independent proposal and hidden from search engines so it can’t be mistaken for an official venue site. It routes every guest to the venue’s own site or booking partner, and it never takes a reservation itself.

That is how a same-day event gets posted within hours. If it is hours away, the Story and post go out right away; later today or tomorrow, they are scheduled ahead of the event; for a Friday or the weekend, they are timed to when guests make plans.

Building the whole campaign, not just the idea, made the work concrete. Instead of describing how I would manage social accounts for several venues, I could show it: one calendar across five venues, a priority order for design requests, and a routine for posting a same-day event within hours.

The discipline was in what I left out. Every venue already has its own brand, so the campaign had to be a frame, not a new identity. I kept every fact to Liberty’s official pages, labelled every simulated number, and dropped the menus, prices and dates I could not verify.

With access to a real marketing team, I would start somewhere different: real baselines for each social account, the events calendar already in motion, and approved photography in place of concept images. The idea that guests know only one venue is still a hypothesis. I would test it with a one-venue pilot before scaling the week across the city.