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Knowledge has no boundary

The Geelong Regional Library Corporation provides free, universal access to lifelong learning, reading and discovery, via both the physical and virtual environment, to a diverse range of residents and visitors across the Greater Geelong region.

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.

Bringing it to life

The brand’s new contemporary look includes geometric shapes that represent the diversity of the community. It reflect open and inclusive learning spaces, and technologies of a modern library, while referencing the architecture of the new Greater Geelong library housed under the iconic dome. A vibrant, youthful colour palette, paired with photography of a diverse group of library users, creates an inclusive visual language that resonates with the library’s mission. Overall, it’s a fresh, unexpected and vibrant brand that engages and reflects its diverse users.