Brown County Library Rebrand and Campaign

New BCL website design by O'Connor Connective

Brown County Library Rebrand and Campaign


Revitalize the brand of the Green Bay Area’s historic library system, which started in 1889, through a multifaceted process that included strategic planning, positioning and proactive communications.

Our Approach:

  • Brand Discovery and Audit
  • Market Research: Focus Groups, Community Survey, Feasibility Interviews
  • Creative Design of New Logo and Tagline
  • Creation of New Brand Identity System
  • Creative Content Development
  • Strategic Recommendations for Website Updates and Future System Upgrades
  • Public Relations: Media Relations, Event Planning

This fruitful partnership started in spring 2020 with a two-dimensional focus of assessing and upgrading Brown County Library’s existing brand and getting the pulse of community leaders for supporting future library system initiatives. The focus groups done internally with board, leadership and staff as well as the community survey informed for developing messaging and a new brand with refreshed vision. The table has now been set for the library to advance its services and outreach with a more inclusive and innovative approach to best serve the community.


A new brand and messaging that was publicly launched at the start of 2021. The contemporary design of the logo reflects the bright and colorful, diverse, and welcoming interconnectivity of the nine-locations library system. Add to it the slogan of “Brown County Library—It’s yours.” that puts the community first in everything the library does going forward.