Image Credit : Fluid Branding
Project Overview
Today’s libraries play a central role in a thriving connected community. More than a place to access knowledge and information, they provide a trusted, safe, welcoming, and nurturing ‘third space’ – a lounge room, an office, a playroom, and a place to meet.
The Casey Cardinia Library Corporation (CCLC) briefed us to develop a name and a brand identity that reflected the transformation that was going on in their libraries. The new identity would need to reflect the library's new role in the community as well as the region's rich cultural diversity.
Fluid brought the brand to life via a vibrant and inclusive brand identity. The creative team developed a flexible, modular system of icons, patterns, and illustrations that could be interchanged to create a variety of bold and engaging brand collateral. Language, diversity, accessibility, and flexibility were paramount in assessing the creative options throughout the project's life.
The new brand identity celebrated the library's role as a vital hub for connection and learning, offering inclusive spaces for individuals from diverse backgrounds. The fact that the new name was drawn from community submissions was the first step in a signifed commitment to cultivating strong relationships, bridging gaps, and promoting collaboration across the eastern suburbs.
Project Commissioner
Casey Cardinia Library Corporation (CCLC)
Project Creator
Team
Alan Morrison, Creative Director
Luke Breadmore, Design Director
Sam Milne, Strategy Director
Mike Beck, Account Director
Emma Spencer, Account Manager
Project Brief
Today’s libraries play a central role in a thriving connected community. More than a place to access knowledge and information, they provide a trusted, safe, welcoming, and nurturing ‘third space’ – a lounge room, an office, a playroom, and a place to meet.
Project Innovation/Need
Fluid Branding reimagined the role of libraries to create a brand that enriches its community, inspires discovery, and helps to create more connected, bold, and resilient communities. We think that Connected Libraries will set a new benchmark for library naming and brand identity design.
Design Challenge
To create the brand identity we needed to take a large volume of community naming submissions and integrate these into a rigorous brand naming process including trademark and domain name searching and registration. We also had to navigate a fairly complex stakeholder group.
As the brand identity system had to be handed over to an internal design team, the design had to be easy to work with and highly flexible to work across a wide variety of mediums.
Effectiveness
The new name and brand identity were seamlessly received by the staff and the community. The bright imagery reflects fun, vibrance, and creativity and helps the brand stand out from its competitors (local and further afield). Since launching in June 2023 membership has grown by 13,000, indicating Connected Libraries resonates strongly with the Casey community.
Graphic Design - Identity and Branding - Government
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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