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 essential services.

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 consumer desires, we rooted the strategy in two innate motivations for the CHPL audience: Curiosity and Social Contact. 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.

Because the library belongs to everyone, it needed a communication strategy that resonates with diverse audiences, 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 many segments. We also built a creative expression system rooted in exploration and inclusion. Connecting divergent sources of inspiration—a book, an event, a new friend—our design team created “paths of discovery,” each leading to unlocked potential.