Broadening our horizon
The Geelong Regional Library (GRL) is not just one library, but a network of fourteen regional libraries, plus a mobile library, that services four member councils: Borough of Queenscliffe, The Surfcoast Shire, Golden Plains Shire and the City of Greater Geelong. Fluid was engaged to create the new brand and identity for the library, along with an intuitive and engaging digital experience that extends the library’s relevance to a greater number of user groups. Secondly, we needed to create a visual language to reflect our client’s progressive, leading position and to challenge existing perceptions of a library as ‘dusty and old’.
A strategic success
Applying our proven Fluid Agile Creative Strategy process, we undertook extensive research and stakeholder engagement to help determine a strategy that was focused on promoting the library as a destination or gathering place for diverse user groups, rather than simply a place to borrow books. Inspired by the library as both a place of learning and a place of wonder and discovery, we created a brand experience reflective of new ideas and technologies, as well as today’s contemporary library institution. “At the heart of our strategy was the desire to convey a sense of worlds opening up and knowledge expanding,” explains Clifton Daniell, Creative Director at Fluid.