Every Child a Library Member (ECALM)
A national programme ensuring every child in Scotland has access to their public library.
From birth registration to primary school, the journey starts here.
The brief was to create a brand that could speak directly to children while working just as hard for the parents, library staff, nurseries and health visitors who would be delivering it. That’s a wide audience to design for and the temptation is always to compromise. We didn’t.
Bold colours, simple shapes, a bespoke font and a visual identity built to be playful and flexible across every format and context. The shapes were deliberately chosen so children could recreate them themselves. A brand that doesn’t just sit on a screen or a poster but gets picked up, drawn, made and owned by the kids it was built for.
Vibrant enough to stand out in a nursery corridor. Warm enough to feel welcoming at a birth registration appointment. Consistent enough to work as a nationally rolled-out programme across every local authority in Scotland.
A brand with a genuinely important job to do. Getting every child through the library door.
Delivered through The Scottish Library and Information Council (SLIC), you can check out ECALM here
Services
Brand Strategy, Branding, Design & Art Direction