Maribyrnong Libraries
Building a brand that brings people together
A flexible visual identity that adds consistency, warmth and personality to Maribyrnong Libraries’ communications - linking printed programs, signage, social media and editable templates into a recognisably Maribyrnong system.
The brief
Maribyrnong Libraries offers storytimes, author talks, workshops, film clubs and digital services. The brief was to create a cohesive, welcoming visual identity that unites print, digital and in-library materials while staying flexible and easy to navigate.
The challenge
With hundreds of events, services and promotions throughout the year, communications needed to work for very different audiences and content.
The challenge was to create stronger recognition without making everything look the same - and to build a system staff could easily adapt for future programs.
Design approach
Extending the Maribyrnong identity
Using Maribyrnong City Council’s brand rules, I built the library identity on the existing fonts and colours.
I then added geometric shapes inspired by books, a custom icon set, illustrations, patterns and program badges.
Colour combinations were chosen for accessibility and readability so information stays clear in print and online.
These elements gave Maribyrnong Libraries a distinct personality while staying linked to the Council brand.
Illustration
Adding warmth through illustration
Custom illustrations bring a more playful and human quality to the identity, helping different programs develop their own personality while remaining part of the wider visual system.
The illustration style can adapt across children’s programs, workshops and community initiatives, working alongside photography rather than competing with it.
Designed for every touchpoint
The system extends across brochures, posters, bookmarks, signage, campaigns and everyday promotional material.
Shared graphic elements create consistency, while colour, photography and illustration allow individual programs to stand apart.
Digital communication
Flexible social templates allow library staff to promote everything from children’s programs and workshops, to events and service updates, while maintaining a consistent visual identity.
From identity to environment
The visual system comes to life across the library branches, helping visitors recognise programs, discover services and navigate an ever-changing calendar of events.
More than books
Maribyrnong Libraries: places to learn, create, connect and take part. The new identity reflects this, creating a welcoming, recognisable visual language across branches and programs. Built to grow with the service, it gives staff a flexible, practical toolkit and helps the community discover and engage with library offerings.
