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.