Denver Public Library
IN THE TEETH OF AN ECONOMIC DOWNTURN, WE HELPED THE LIBRARY BUILD BRAND AWARENESS, MEMBERSHIP, USAGE AND COMMUNITY SUPPORT—ALL WITH A NEW IDENTITY AND A CAREFULLY CRAFTED CAMPAIGN.
The library was and remains in an enviable position. It boasts a storied history, broad membership, high customer satisfaction, expansive programs and services, as well as strong public support. Yet, as technology continues to provide new and easy ways to access information and entertainment, many increasingly consider libraries to be relics of a bygone era.
We partnered with DPL to build top-of-mind awareness and relevance for the library itself, increase awareness of specific programs, attract new users, and enhance its value proposition to foster greater community support.
BARNHART DEVELOPED A NEW BRAND IDENTITY AND VISUAL COMMUNICATION PLATFORM THAT PORTRAYED THE LIBRARY AS VIBRANT, CONTEMPORARY AND URBAN. EQUALLY IMPORTANT WAS TO COMMUNICATE THE LIBRARY’S EXPANSIVE, MULTI-LINGUAL AND TECHNOLOGICALLY RELEVANT OFFERINGS.
THE NEW BRAND IDENTITY ENCOMPASSED THE DEVELOPMENT OF UPDATED PRINT AND DIGITAL COLLATERAL MATERIALS, AS WELL AS A NEW LOGO AND MATERIALS FOR THE DPL FRIENDS FOUNDATION.
TO SUPPORT THE LAUNCH OF THE NEW BRAND IDENTITY, WE ALSO CREATED A COMPREHENSIVE SET OF STYLE AND USAGE GUIDELINES TO ENSURE CONSISTENT VISUAL AND VERBAL COMMUNICATIONS.
THE OUT-OF-HOME ADVERTISING CAMPAIGN, “CHECK IT OUT. BRING IT BACK,” EMPHASIZED CONTEMPORARY POP-CULTURE TITLES AS A WAY TO DEMONSTRATE THE LIBRARY’S RELEVANT AND COMPREHENSIVE OFFERINGS.
THE INTERNAL PRINT CAMPAIGN LEVERAGED LIBRARY STAFF STORIES THAT DEMONSTRATED THE WAYS IN WHICH THEY “HELP MAKE DENVER A MUCH MORE INTERESTING PLACE” WHEN ASSISTING LIBRARY MEMBERS.
OUR ENGAGEMENT WITH THE DENVER PUBLIC LIBRARY INCLUDED STRATEGIC COUNSEL TO GUIDE THE REDESIGN OF THE WEBSITE. IMPROVED USABILITY AND THE ADDITION OF NEW ONLINE RESOURCES DROVE SITE VISITATION AND HELPED SUPPORT THE LAUNCH OF THE NEW BRAND.