Moonee Valley Libraries


In the digital age it is now more important than ever for traditional services such as local libraries to position themselves as contemporary and relevant.

Moonee Valley Libraries is a division of the Moonee Valley City Council. Their ambition is to support the needs of the community for learning, information and recreation through their network of libraries.


The challenge was to reinvigorate and align the brand with council.

The team collaborated closely with the libraries leadership group through workshops and discussions to gain insight into the organisation and establish ownership of the brand.

A unique visual language and colour palette was developed to align the brand with council and symbolise the values of the organisation.

Final deliverables were packaged into a branding kit that included brand guidelines along with templates and resources for staff and designers.


The brand was rolled out across all five Moonee Valley Libraries branches in late 2012. Since its inception staff have embraced the new brand utilising the branding kit and templates to develop communication material across the library network. On follow up, the client indicated the brand has been well received within the community.