The State Library Victoria always was, and always will be \’the people’s university\’. With no barriers to access, all the public needs to bring is curiosity. This simple and evocative idea inspired us to develop a wordmark with an oversized O that acts as a dynamic window into the new spaces. A two-phase outdoor campaign coincided with the re-opening: phase one offered a glimpse of the new spaces, while phase two revealed them in all their grandeur. This was supported by a significant targeted digital campaign, plus branded merchandise, while large-scale banners adorned the facade of the Library.
Re-position State Library Victoria as the beating heart of Melbourne’s cultural landscape.
In December 2019, the State Library Victoria re-opened its doors to unveil 13 incredible new spaces as part of a $88 million redevelopment. Liquorice was engaged to develop an above-the-line launch campaign to raise awareness of the new spaces among existing and new audiences and re-position State Library Victoria as the beating heart of Melbourne’s cultural landscape.
Traditionally, the Library had been perceived as a formal institution primarily used for reading, research and other academic purposes. The challenge was to change this perception and attract a new wave of users with spaces for children, start-ups, small business, and more.