Advertising & Branding

Westchester Library System

When Westchester Library System had a big identity problem, they checked out Berlin. Despite providing an extensive list of resources, services and benefits to the 38 libraries in New York’s Westchester County, most residents hadn’t ever heard of WLS, nor did they know that books are a very small part of what local libraries have to offer.

Berlin rebranded WLS with a visual identity and a tagline that, together as well as separately, communicate that WLS serves libraries so they can better serve their constituents. In other words, WLS empowers libraries and, by extension, their communities.

To help WLS grow and maintain the strength of the brand, Berlin developed a brand standards manual so that the organization would be identified consistently in all collateral. WLS also hired Berlin to develop its first long-form annual report and sponsorship brochure.