Case Study: State Library Victoria repositions itself as a cultural hub with Liquorice

State Library Victoria reopens 13 new spaces with Liquorice

State Library Victoria, Australia's oldest public library, engaged Liquorice to develop an above-the-line launch campaign. The challenge was to change the library's traditional perception as a formal academic institution and raise awareness of its newly redeveloped spaces to attract a broader range of users.

Liquorice created a sophisticated black and white visual identity anchored by the "Just Add Curiosity" tagline, featuring a distinctive wordmark with an oversized 'O' that acted as a window. The solution included a flexible design system for outdoor, digital, and animated applications. The resulting dynamic and bold campaign successfully repositioned the State Library Victoria as a modern cultural hub and generated a positive reception across the city and in the media.

State Library Victoria