Geelong Regional Libraries

Fluid began with a strategic process, undergoing extensive research and stakeholder engagement. The strategy focused on promoting the library as a destination and gathering place for diverse user groups, rather than merely a place to borrow books.

Inspired by the new building; a place of learning, wonder and discovery, Fluid created a contemporary and approachable brand. The new distinctive assets conveyed a sense of worlds opening up and knowledge expanding, reflective of the new ideas and technologies in deployed the iconic dome architecture.

A vibrant, youthful colour palette, paired with photography of a diverse group of library users, created an inclusive visual language that resonates with the library’s mission. Fluid applied the new identity to dozens of touchpoints, developing a new website and digital touch screens, creating printed communications and branding the travelling mobile library.

Since the rebrand, Geelong Regional Libraries grew to 206 staff and 128,000 members. Patronage increased by over 12% to 1.9 million visits a year. Website visitation sustained a 23% increase, facilitating a 252% five-year increase in eCollection loans to over 563,000 online community members.