Alberta Law Libraries is an amalgamation of many libraries scattered across the province. The libraries are unique because they serve two very distinct market segments with very different needs and wants - legal professionals and the general public. Alberta Law Libraries was created from the merging of many different libraries and required a brand and visual identity that would speak to its different market segments
1. Cost-effective and timely research was needed to determine how the market segments perceived Alberta Law Libraries. It was determined that the best way of discovering their perceptions, needs, and wants was to exploit Alberta Law Libraries’ extensive network of libraries to disseminate a survey.
2. tSG worked closely with Alberta Law Libraries to create a survey instrument that met their needs. We felt it best to create two surveys instruments due to the unique nature of the target market segments. Each instrument was deliberately refined to enhance respondents’ comfort with the survey thereby ensuring a sizeable sample set.
3. Statistical analysis was performed and we discovered that despite the unique nature of the market segments, there were some common perceptions. These commonalities were used to as the foundation for creating brand concepts.
4. The supporting analysis was presented to the Alberta Law Libraries committee at the same time we presented the brand concepts and logo designs. Priority logo designs and brand concepts were selected and refined further before a final choice was made.
Alberta Law Libraries is nearing completion of the initial stages of its rebranding and is gearing up for the launch. Ultimately, the client is delighted with the product and feel they are well-represented. The organisation is excited to be launching the new brand and with it, a new future.
The research and analysis was the greatest commitment of this project due to the differences between the target market segments and the unique characteristics of each. Constant refinement of the survey instrument delivered the sample sets required for accurate and reliable data. In total, the project was three months from start to finish.
Alberta Law Libraries’ visual identity and brand tag are presented in potential applications.