A few weeks ago I went shopping at one of my favorite bookstores in Los Angeles. However, I wasn’t picking out a few books that would sit on my metro-read shelf. I was with a few USC Shoah Foundation colleagues—picking out an entire collection of Armenian Genocide History resources for the Doheny Library. A few of my colleagues and I were tasked with picking out resources to expand the library’s collection. We were shopping for the future genocide researchers, scholars, and educators.

The designers at Olson, an advertising and digital agency in Minneapolis, typically spend their days creating ad campaigns for clients including McDonalds, Target and General Mills. But for the last six months, a team from Olson has undertaken a project of an entirely different sort.