Embarking on the next chapter

When is a leaf not a leaf? When it's the next chapter! Bernards Township Library needed more aggressive marketing, indicated by the strategic planning process we facilitated for them. The Board asked us to oversee planning and rebranding. Bernards Township is renowned for its magnificent oaks trees. The Library, while wishing to honor its connections to this historic community, also wished to signal its service at the intersection of print and digital resources. The resulting brandmark incorporates all three—the oak leaf presented literally, but also evolving digitally.

Our vision is to cultivate an inviting community destination, where curiosity can spark discovery.

A library serving a community of learners

Bernards Township Library provides a multitude of informational, educational, and recreational resources and services. In-person and online, Bernards Township residents access the expertise of skilled professional staff who answer questions, guide research, and support personal and professional pursuits. The Library is the source of joyful accomplishment for all—youngsters at story-time, teens working together on school assignments, and adults satisfying their lifelong learning interests. It is also the ultimate expression of democracy. It’s a place where people are free to gather, meet, and discuss. For the library, the community's well-being is the ultimate measure of success.

Bernards Township Library meets community needs in both traditional ways and with significant new programs and services. While many institutions would wish to be "information providers" in our lives and businesses, only the public library supports the information and services it offers with the Library Bill of Rights. This protects privacy, provides equitable customer service to all users, and promotes intellectual freedom. Unfettered access to print and digital resources is at the heart of this Library's mission.

A new look for a new age library

Working closely with Library Director Ruth Lufkin and her staff and board, we crafted Bernards Public Library's 2012 strategic plan. Research showed that the Library lacked visibility. Although popular and valued by the community, the Library had many more opportunities to promote its array of services. Recognizing that pending facilities' upgrades provided a great opportunity to rebrand, BTL again sought out Ivy Group to help it raise its profile, upgrade perceptions, and increase active engagement.

The new plan provided a foundation for the Library to launch aggressive marketing within the community and with current library users. To accomplish marketing goals, we created a new library logo, tagline, and graphic standards manual. A marketing toolkit included design templates for flyers, sizzlers, posters, a website homepage, wayfinding, and external signage.

A new brand signals new opportunities

Ultimately, the purpose of rebranding is twofold. Reengage loyal customers as users, advocates, and donors and attract community members who have not visited their Library lately.

Closely associating the Library with the community's love and fierce protection of its venerable oak trees, the new brand (literally a new leaf) and marketing materials became the occasion for reintroducing important library services to underserviced market segments.

The new brand allows the library to more easily reach out to people not yet familiar with the library. It sends the message that the library is an interesting place to visit.

Ruth Lufkin, Library Director