State Library Victoria
A library for everyone
Turning the page on perception
State Library Victoria (SLV) stands tall as an iconic Melbourne institution. But for many Victorians, it had become a place for students and academics – not for them. Despite its many cultural offerings, it wasn’t connecting with the sheer number of people it was built to serve. To reclaim its place in the hearts of all Victorians, SLV needed to refresh its brand narrative and show that it was more than just books – it was a place for curiosity, discovery, and transformation.
Retelling the story
To change perceptions, we needed a clear, compelling narrative, focusing on the unique way the library sparks curiosity and personal transformation – from big cultural events to the quietest personal moments. We knew this wouldn’t just be a rebrand – it was about giving SLV a voice that felt engaging, vibrant and alive across all touchpoints.
Expressing its true character
We crafted two key brand propositions to anchor this shift: Welcome to Wonderland, which positioned SLV as a magical and inspiring space full of possibility, and Ask Anything, to highlight its vast collection of knowledge and resources, available to all.
To bring SLV’s new narrative to life, we created a distinctive tone of voice, built around three defining traits: Brainy, reflecting SLV’s deep knowledge and intellectual depth; Into It, capturing its passion for ideas and storytelling; and Endlessly Fascinating, ensuring every interaction sparks curiosity and discovery. Together, these traits made it clear that SLV is for every Victorian – not just book lovers.
Epilogue
SLV’s narrative and brand voice transformation helped it reposition itself across six key audience segments. Now, whether it’s aspiring professionals seeking career growth, suburban families looking for enriching experiences, or cultural enthusiasts craving inspiration, SLV is seen as a place where all Victorians can embark on life-changing adventures in ideas. SLV has reinforced its position as a vital cultural institution – not just for Melbourne, but for all.
