The challenge in rebranding the Ridgefield Library, was to celebrate the Library's historic role while embracing its new position as a partner in digital information technology. The new logo uses a combination of serif and sans serif fonts suggesting the combining of old and new, valuing the printed page while welcoming new information delivery systems. The "go" button within the colon acts as an eye catching design element to further join old and new. The tagline "Enriching minds. Enhancing community." subtly positions the Library's as a significant institution -- a place that stimulates intellectual curiosity, is a key resource for dynamic programming and is a vital destination in the community. The new corporate identity unfolds on professional stationery, business cards for staff and Board members, notepads and invitations.
Comprehensive materials were then developed to support the Campaign for the New Ridgefield Library, a $20 million effort to build a new facility in the heart of downtown Ridgefield, Connecticut. A detailed presentation folder comprised of brochures which clearly explain the need for the new facility are complemented by highly informative Q&A cards, detailed pages on campaign fundraising goals, donation methods and information on management oversight.
A compelling print advertising campaign, "Upside:Downside" was designed to grab attention and educate the community as to the deficiencies of the current facility, thereby justifying the need for the new building project. A black and white layout, bold "Upside: Downside" headline supported by subheads and text that share the arguments of what's wrong and what's new effectively complete the messaging. The concept work carefully elevates the Library's "brand" and builds its reputation as an indispensable resource in the community.