Melbourne University’s Reading Room gives the public access to their rare and valuable collections. A reputable long established service, change was being driven from within the organisation to develop an external outlook. They required a brand to evolve the Reading Room service into a more progressive and accessible one.

Through extensive research, interviews and workshops, we established audience groups, user journeys, pitfalls and goals of the existing service to develop a better service for a wider audience. Essentially we wanted to ‘open up’ the collections’, so we built a strategic framework to transform the Reading Room into an outwardly progressive, accessible service with an internal focus on protecting collections for future generations. Celebrating the collections’ through the brand is inspiring more and more people to discover Melbourne University’s unique collections through the Reading Room.