In December 2019, the State Library Victoria, Australia’s oldest and busiest public library re-opened its doors to unveil 13 incredible new spaces as part of the Vision 2020 project.
Vision 2020 was an $88.1 million redevelopment that expanded the Library’s public space by 40 percent and increased seating by 70 percent. Its opening marked a significant new chapter for State Library Victoria, positioning it as a dynamic, evolving community hub.
The launch campaign was developed to build awareness of the new spaces among both existing and new audiences, while repositioning the Library as a central part of Melbourne’s cultural life.
Traditionally, the Library was perceived as a formal institution, centred on reading, research and academic use. The challenge was to broaden this perception and attract a more diverse audience, including children, entrepreneurs and small businesses, by highlighting the range of spaces and experiences now available.
The completion of the Vision 2020 redevelopment created a timely opportunity to reframe the Library’s role. At its core, it has always been a place of open access and shared knowledge, a modern expression of the ‘people’s university’. Free from barriers, expectations or prescribed pathways, it offers an expansive environment for learning, shaped by curiosity rather than constraint.
Just add curiosity
The campaign tagline, Just Add Curiosity, was developed by State Library Victoria as an open invitation to explore the breadth of spaces, resources and experiences on offer.
This idea of curiosity informed the visual identity. The wordmark features an oversized ‘O’, designed as a window into the Library’s new spaces, evoking a sense of discovery and possibility. Horizontal and vertical variations of the lockup provide flexibility across digital and print applications.
A restrained black and white palette reinforces the Library’s position as a considered and contemporary cultural institution, allowing the campaign to feel both confident and enduring.
A two-phase outdoor campaign was developed to align with the grand reopening. The first phase offered a preview of the new spaces, building anticipation, while the second revealed them in full.
Large-scale drop-down banners, designed by the Library’s in-house team, were installed across the building façade, creating a bold and highly visible presence that reinforced the significance of the transformation.
The campaign lockup and graphic devices were designed to work seamlessly across both static and animated touchpoints. An animated version of the primary lockup was developed, along with a suite of animated endboards for video and social content.
This provided the flexibility to extend the campaign across a range of digital channels, while maintaining consistency in execution.
The Library’s new spaces also introduced large-format digital signage, creating an ideal canvas for these animations to be showcased at scale within the environment itself.
To complete the campaign, a suite of digital advertisements was developed. The animated lockup, combined with a bold black and white palette, created a clear and distinctive presence, helping the work stand out and remain memorable across channels.
The campaign was rolled out across the city and online, creating a strong and visible presence. It was well received, generating positive attention across media and public audiences.
For those who haven’t visited in some time, it offers a compelling reason to rediscover one of Melbourne’s most important cultural institutions.
“Entrusting the team to create a visual identity for our ‘Just add curiosity’ campaign was easy. The team won us over with their professionalism and ability to craft a robust design for a big brand moment. The results were outstanding – dynamic, clever, adaptable and bold. The design delivered at every level. I would work with them again in a heartbeat.”
