Geelong Regional LibrariesA place of discovery

Geelong Regional Libraries is a network of 14 libraries that provide universal access to learning, entertainment and discovery, via both the physical and virtual environment, to a diverse range of residents and visitors across the Greater Geelong region.


Geelong Regional Libraries was fast approaching the opening of a new $45 million flagship library and heritage centre. The group recognised that it needed to overhaul its brand to reflect its progressive vision and wanted to launch a new identity to coincide with the opening of the centre. Geelong Regional Libraries tasked Fluid with designing a new brand that challenged consumer perceptions that libraries were 'dusty and old'. The brand would have to extend to more user groups and channels than ever before. The distinctive assets would need to be intuitive and engaging, adapting to digital experiences as easily as physical environments.


Fluid began with a strategic process, undergoing extensive research and stakeholder engagement. The strategy focused on promoting the library as a destination and gathering place for diverse user groups, rather than merely a place to borrow books.

Inspired by the new building; a place of learning, wonder and discovery, Fluid created a contemporary and approachable brand. The new distinctive assets conveyed a sense of worlds opening up and knowledge expanding, reflective of the new ideas and technologies in deployed the iconic dome architecture.

A vibrant, youthful colour palette, paired with photography of a diverse group of library users, created an inclusive visual language that resonates with the library's mission. Fluid applied the new identity to dozens of touchpoints, developing a new website and digital touch screens, creating printed communications and branding the travelling mobile library.


Since the rebrand, Geelong Regional Libraries grew to 206 staff and 128,000 members. Patronage increased by over 12% to 1.9 million visits a year. Website visitation sustained a 23% increase, facilitating a 252% five-year increase in eCollection loans to over 563,000 online community members.

The Fluid team members were all great to work with. They had very robust processes in place to ensure that they correctly understood our brief and their research into world best practice was extremely thorough. The ideas they presented us with were all of a high quality and the team helped us to work through any creative challenges we encountered. We particularly appreciated the excellent project management skills, their attention to detail and ability to keep the whole project on deadline within challenging timelines.