In this case, judge the book by its cover

We began by crafting FCL’s brand positioning – what they do, how they do it, who they do it for and why they do it. It was key to understand this right from the beginning so that we knew how FCL wanted to be perceived in the market. The values we identified for FCL in the process: accessibility, discovery, connection, learning and knowledge.

A comprehensive marketing audit looked at FCL’s physical locations, website, collateral, social media and staff questionnaire results. We uncovered a mismatch in the desired brand perception and how they were perceived in the community. From these insights, we recommended a brand refresh to modernise the look and feel of the branding and align it with FCL’s values and purpose. Clear branding guidelines helped drive consistency in the application of this branding to achieve communication that was effective and engaging.

To aid the message of diversity, inclusivity and accessibility, ‘library characters’ were designed to add liveliness to the brand. The colours selected include sunshine, indigo, cobalt, mint and mulberry to create a sense of energy, while a specific children’s font was included to appear more playful when needed. Along the journey, we had to consider how FCL’s new logo would be used alongside the Frankston City Council logo in a complementary way whilst remaining memorable.