Frost* Design Blog

When the State Library of New South Wales approached us, they knew they needed to reposition their organisation to become more relevant in the ‘internet age’. By hooking into the experience of making a delightful and unexpected discovery amongst the Library’s collection, the heart of the brand strategy emerged – ‘surprising’. This became the jumping off point for an integrated solution that included the positioning of the Library as an exciting cultural destination, not just a functional archive of dry information. We then created a thoughtful new identity which visually represents the idea of ‘surprising’, utilising the interrobang device, created in 1962 to represent a simultaneous question and answer.