Normal Public Library

Brand Identity & Stewardship

Brand Identity · Brand Standards · Graphic Design · Art Direction · Environmental Design · Photography

  • Two library patrons smiling and holding library themed signs

  • Designer in front of mural

  • Corner of the library surrounded by bookshelves and floor cushions.

  • Two hands holding an orange library card

  • Line of bookshelves with multicolored signs

  • Normal Public Library canvas tote bag laying on a red and white checkered picnic blanket and a variety of fruit spilling out

  • Two women browsing books in NPL

  • Blue and tan canvas bag with NPL's logo sitting on a bright green chair next to a table with a stack of library books

  • Library employee chatting with a patron in front of a book shelf

  • Book shelves and people chatting

  • Hand holding a purple library card

  • Father and daughter playing in the Discovery Room

  • Book shelves and reading chairs

  • Library employee chatting with a patron at the main desk.

  • Child looking through a tub of prizes while library employee watches

  • Teen area of the library

In 2017, I joined Normal Public Library as its first in-house graphic designer. They were ready for a rebrand, and I was able to help establish what is now the Normal Public Library brand.

Normal Public Library
Brand Identity & Stewardship

Role Brand Identity Design · Brand Standards · Art Direction · Environmental Design · Photography

I helped establish what has become the NPL brand, developing the visual identity and authoring brand, writing, and photography standards to guide how the library presents itself across every touchpoint.

Over the years, I've had the opportunity to steward and evolve that identity across print, digital, social media, web, environmental graphics, signage, merchandise, photography, and the library's physical spaces. Rather than simply maintaining visual consistency, my goal has been to make sure each expression of the brand feels true to NPL's character: welcoming, playful, accessible, and deeply connected to its community.

Nearly a decade later, the brand has grown alongside the library while remaining recognizably NPL. That long-term stewardship has shaped the way I approach brand design—not simply as a collection of visual elements, but as a way to communicate who an organization is, what it values, and the experience it wants to create for the people it serves.

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