More Than Books

Over a decade ago, I had my first experience at The Newberry, the well-known independent research library founded in Chicago in 1887.

I took a guided tour deep in the archives with Paul Gehl, curator of the History of Printing collection. Equipped with an iPhone 3 to document the magic, we held centuries-old books, discussed binding techniques and marveled at detailed fore-edge designs. It was absolutely dreamy. The depth of resources and inspiration I’ve found there since has always felt extraordinary.

As a recent transplant, my visit fell easily in line with my growing love for Chicago as a city. Each corner and landmark was a surprising collection of stories ready to be discovered and applied to my next print design project.

When The Newberry team approached the studio last Spring to refresh and expand on their visual identity, the excitement was palpable.

We began where we often do: setting a strong foundation for the reset with a brand strategy. We got feedback from their existing fan base and we came together to identify exactly who else might be interested in what they have to offer.

Moving on into the visual side of things, we delivered functional brand guidelines for their in-house design team alongside an updated approach to established visual design elements. The goal was to care for, rather than upend or reinvent, internal design successes.

We aimed to uplift, organize and support their commitment to a community that knows them well. Much of the identity work was about honoring the past, organizing existing elements, and planning for a future where collections need to become more accessible outside of a physical building.