When the Cincinnati & Hamilton County Public Library partnered with us on their rebrand, it was their first in 20 years.
On the cusp of a multi-million, multi-year renovation project, the library was ready for a new brand experience—one that reflected the totality of its efforts and the deep impact that resonates across the Cincinnati region. For CHPL, it wasn’t about reinventing the library itself, but evolving the brand to reflect the institution Cincinnatians know and love.
Cincinnati & hamilton
County Public Library
A bold rebrand positions CHPL as a next-gen library
The storied institution
rebrands as a library
for today & tomorrow.
Rebranding to write the next chapter
A library that's
anything but quiet
With 19,000,000 materials in circulation and 17,000 programs and events, CHPL offers an expansive network of learning programs across 41 branches. It’s also a place where all are welcome, receiving support and resources that transcend the traditional definition of learning.
Inspired by the many ways CHPL pushes the boundaries of a traditional library, we created a robust brand strategy to better capture its mission. Drawing on the Reiss Model of 16 human desires, we rooted the strategy in two innate motivations for the CHPL audience: Curiosity and Social Contact. Focusing on appetite for knowledge and the need for peer companionship, we developed a new positioning for the library: serving as a catalyst for curiosity, where every individual can learn without limits.
From positioning and promise to beliefs and behaviors, the strategy gave way to a brand narrative, communication strategy and creative expression that embody the ultimate message: this is a place for minds of all kinds.
Graphic System
Resonating
with audiences,
loud & clear
The library belongs to everyone—and that called for a communication strategy that resonates with diverse stakeholders, each with different wants and needs. Our verbal team developed a systematized messaging framework, giving the library the tools to tell the new story with various segments—deepening loyalty with enthusiasts, and driving engagement with potential supporters.
Visualizing
moments of
discovery
Drawing inspiration from the library’s many modes of learning, we built a creative expression system rooted in exploration. Connecting divergent sources of inspiration—a book, an event, a new friend—our design team created “paths of discovery,” each leading to unlocked potential.
iPhone® is a registered trademark of Apple Inc.
iPhone® is a registered trademark of Apple Inc.
Connecting 41 neighborhoods in novel ways
Despite launching at a time of uncertainty and limited in-person access, the new CHPL brand has debuted with high impact, connecting 41 branches and thousands of customers in novel ways.
Embodying the idea that a library is more than four walls, the strategy forged immediate connection with CHPL’s audiences. Not only did the rebrand drive awareness and support for the library’s future initiatives, it reinforced the importance of its mission—now and for generations to come.
“
This rebrand tells the story we’ve been living for years: the library is a place for minds of all kinds, where learning and possibility know no bounds. ”
Paula BREHM-HEEGER
Eva Jane Romaine Coombe Director,
Cincinnati & Hamilton County Public Library
“
This rebrand tells the story we’ve been living for years: the library is a place for minds of all kinds, where learning and possibility know no bounds. ”
Paula BREHM-HEEGER
Eva Jane Romaine Coombe Director,
Cincinnati & Hamilton County Public Library
