Branding Bold Community Libraries

The initial challenge for Fluid Branding was to develop a brand identity and name for the new Casey Cardinia Library Service. The local community within the Casey Cardinia area was known for its rich cultural diversity from the very young to the elderly and from a wide variety of cultural backgrounds. The new brand identity would have to reflect, adapt to and celebrate this diversity effectively.

The new name, 'Connected Libraries,' was selected from over 200 community submissions. To arrive at the new name, Fluid created a decision matrix framework that helped identify and reconcile community name submissions into various themes. Names were then assessed against the organisation's strategic goals and a set of consensus criteria before being voted on via ranked-choice voting by a committee of brand stakeholders.

Fluid also helped co-create a brand tagline, "Ignite your imagination," to capture the essence of the library's purpose: to enrich the community, inspire discovery, and share stories, ultimately fostering more connected, bold, and resilient communities.

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 signified commitment to cultivating strong relationships, bridging gaps, and promoting collaboration across the eastern suburbs.