case study:

Hamilton East Public Library

How do you convince a community that their library offers services that are relevant to their modern, everyday needs?
HEPL library website on mac desktop

the problem

Like many libraries, the Hamilton East Public Library was losing foot traffic as it struggled to connect with its changing community, especially younger patrons. Their investment in digital resources and technology was being underutilized as patrons still saw the library as just a place to get books. 

the solution

A complete overhaul to the library’s brand image repositioned them as an epicenter of  ideas, learning, and technology.  A new website allowed patrons to have convenient access to the library 24/7, from anywhere. 

the results.


increase in new website visitors in the first year


increase in digital resource usage in the first year


increase in the average amount of time spent on the site


how they did it.

designing a new approach to an already iconic offering
HEPL brand mockups

a complete rebrand

The first step in helping Hamilton East was to do a complete brand overhaul. To accomplish this, we designed a strategy that would best tell the library’s real story the story of a growing, vital hub of ideas. Part of this brand overhaul was a fresh, lively new logo, a tagline that represents the value to the community, all new marketing materials, indoor and outdoor signage, social profile graphics, and library swag.


 a tagline that pops
"ideas live here" tagline

The library’s new tagline reminds patrons that the library is alive with dynamic information. It isn’t just a place to find the latest best-selling book. It’s a place to connect, to utilize the newest technologies, and discover new things every day. The tagline carries a big load for just a few words, expressing the library’s value to the community. 

a strategic design
HEPL logo

The new logo is a tricolored book, opening outward to represent growth. The sections each align one of the three branches of the library – the Noblesville Branch, The Fishers Branch, and the Digital Branch (their website).

Color theory guided the choice of sky blue (evoking tradition and trust), spring green (to cue a revitalized approach) and bright orange (to symbolize the creative energy that can be found within the library’s walls).

a new website

The library needed a site that offered more than basic information the new site needed to be a fully functional digital branch where users could reserve books, learn about programs, and discover downloadable content. Meanwhile, library personnel needed the ability to update the site to keep pace with their ever-evolving offerings.

With a refreshed strategy, we were able to deliver a website that was mobile responsive, simple to navigate, and easy for the library team to update.

HEPL responsive website on laptop and smartphone
an inviting user experience
teen zone webpage

Pages targeted toward different types of patrons offer a dashboard interface that helps users locate exactly what they need, all in one space.

customized for functionality
online database webpage

Database pages are reorganized and redesigned to help patrons find information quickly and easily.

the success.

Hamilton East Public Library revitalized its image as the go-to place for information and enrichment, and broadened its impact with online resources.
cheryl jurgens headshot

“The process of rebranding your company’s image can be daunting in itself, but to add a total website redesign makes the task even more challenging. With Iconic Digital on our team, we were able to make the magic happen in a very short amount of time and with great results. Iconic not only brought their creativity and personality to the design process but also helped guide us through the launch and introduction of the new brand and website to our Board members, staff and public. The results? A logo, color palette, and tagline that reflects a fresh image of who we are and who we serve. And a new website, designed in a thoughtful, user-friendly format that is effective, efficient, and importantly, easy to administer. We now have an image and website we can be proud of for years to come.”

Cheryl Jurgens | Community Relations & Marketing Manager

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