Libraries are boring, smelly, stuffy and drab. They're full of old people and offer nothing for young adults and professionals. They only stock books, and those they do have are outdated and suited to an older audience. You have to be quiet and there's nothing to do.

In fact, libraries have been changing radically in Hampshire. The libraries are being refurbished and new Discovery Centres are being built to offer much, much more than books. But how do you set about changing people's perceptions and breaking down established attitudes, especially in young adults?

We created the 'Get more of out libraries' and 'Discover a new generation of libraries' campaigns and a vibrant, energetic branding to bring posters, leaflets and advertising to life. We worked alongside the interior designers to develop a 'fruity' colour palette, and used the Avant Garde typeface to create a really open and friendly feel. A brand book for council's internal design teams sums up the look and helps them to implement it.

Our communications strategies for both libraries and Discovery Centres provided the council with brand positionings, audience focused messages, measurable communication objectives and 12 month activity plans to make the campaigns a true success.

This success was proved when the Gosport Discovery Centre opening campaign was awarded silver in the best library campaign competition in the 2005 Library Marketing awards.

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