Otago Polytechnic
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Building a library brand

Queenstown Library has bold new imagery thanks to Design student Caitlin Jack.

Queenstown Lakes District Council's library was in the process of choosing a mascot for their marketing and events when Caitlin Jack offered to help with artwork. The timing was perfect, inspiring the library to expand their thinking about branding to include merchandise.

Caitlin produced beautiful artwork for the Queenstown Library, each combining a natural feature - Lake  Wakatipu, a kea, or a tuatara - with one or more books. Her prototypes demonstrated that the designs could be reproduced on cloth bags for books and on T-shirts, as well as on badges and bookmarks.

The Library chose the kea as its mascot and is using Caitlin's kea artwork, printed locally onto eco-friendly canvas bags. The bags are sold at the library and special events, and are proving popular with both locals and tourists. A range of Caitlin's designs will also be used for bookmarks. Children's Librarian Alexandra Bassett says Caitlin was brilliant to work with: "she had professional insight and was on-the-ball." 

March 2017