Frost* Design rebrands State Library

The State Library of NSW has collaborated with Frost* Design on a brand repositioning project aimed at attracting future generations of visitors.

When the State Library of NSW (SLNSW) approached Frost*, the organisation knew it needed to find a way to become more relevant in the ‘internet age’ and step up to the plate as a globally important organisation of its kind.

The Frost* team devised a program to uncover a singled minded strategic approach which has been integrated into every touch point of its solution.

In seeking to clearly define the challenges and identify the opportunities, Frost* undertook market research to understand existing perceptions, the barriers to participation, growth opportunities and to test emerging strategic territories, before honing in on a brand strategy.

This idea provided an integrated solution that included the repositioning of the SLNSW as a cultural destination, creation of a new identity, website skin and style guide, as well as a bespoke typeface developed to celebrate the centenary of the SLNSW’s iconic Mitchell Library.

“As we delved deep within the DNA of the State Library and its incredible collection of assets, we were continually and animatedly surprised by the rich, unique resources that were just waiting to be unearthed”, said Vince Frost, creative director and chairman of Frost* Design.

“We came to realise that a visit to the State Library of NSW is most gratifying at that ‘eureka moment’ of discovery, the happy surprise of finding something which engages you and this is the single idea that runs consistently through our approach. Key to the strategy was creating a more emotive brand to excite audiences and encourage deeper relationships with a broader audience.”

This idea of ‘surprising’ appears in the execution of a new identity, which utilises the Interrobang, a typographic punctuation created in 1962 which symbolises simultaneous question and answer.

The wordmark is based on a modified, unique serif, designed to resemble the hand engraved type on the Library’s Mitchell Wing facade.

However, the Frost* team was careful that the identity strategy did not contemporise the SLNSW brand at the expense of its heritage and intellectual weight.

The strategy is also reflected in the redesign of the website home page.

The team also sought to very tangibly bring to life the idea of “surprising” with one of the first major opportunities to implement the new branding, in the creation of an intricate alphabet commissioned as part of the SLNSW’s Mitchell Library centenary celebrations.

The typeface design celebrates the surprising collection breaking out of the vault and is composed of over 120 unique objects from the Mitchell Library’s remarkable collection - many previously unseen by the public.

Each letter is a composite of objects from the Library’s collection of books, manuscripts, maps, photographs, paintings and relics relating to the discovery and exploration of Australia and the Pacific.

The Frost* team are currently working with the NSW Government Architect’s office on the final piece of the puzzle, encompassing the visitor experience and signage throughout the library.

Credits:
Creative Director – Vince Frost
Design Director – Anthony Donovan
Designer – Serhat Ferhat
Copywriter – Lex Courts
Account Manager – Annabel Stevens
Strategist – Cat Burgess

www.sl.nsw.gov.au