Established in 1854, the State Library of Victoria is Australia’s oldest public library, and is both a landmark and a cultural icon of the city of Melbourne.
While the State Library was recognised as a cultural icon, there was a perception within the community that the Library was exclusively a place for scholars and academics, as well as misunderstanding of what the Library has to offer beyond books.
Engaging with the community, we uncovered that the public was essentially seeking permission to use the State Library- so our brand positioning would have to explicitly grant this permission.
We saw the opportunity to expand the State Library’s reach by ‘letting the inside out’; letting the multitude of stories within the building move past its intimidating exterior, to live within the community and draw them inside.
The opportunity saw us develop the brand positioning “What’s your story?” to connect with the community, combined with a powerful brand narrative and a modern brand mark.
With its new modern brand platform and imagery, the State Library was able to launch a variety of campaigns to engage with the public and expand beyond their academic reputation into a thriving centre of knowledge.