Our relationship with the Boise Library began a decade ago when they asked us to help them with a simple redesign of the library card. Creative people are famous for making simple things very complicated, so we came up with a plan for not one but 8 different library cards, each on with a different image. We figured that given the opportunity to pick a card that represented something special for them, they would feel a stronger connection to the Library, and be more inclined to support it and use its services.
At the same time, we suggested an enhancement to the Library! logo by adding a thought bubble around it, which gave it more of an iconic identity and also added a nice subtle meaning to the mark.
When the new cards were introduced, new card sign-ups increased by over 60%.