2025
Marx Memorial Library
Branding
Background
For our Master’s subject group project, we were tasked with proposing a revitalised communication strategy for our client; Marx Memorial Library (MML), a historically rich but overlooked social history museum and archive in London. The brief was to reposition MML as an accessible, engaging space, particularly for tourists and young adults, while being respectful of its heritage and constrained resources.
Our chosen concept? "Threads" - a metaphor for storytelling, interconnectedness, and historical continuity. It ties in perfectly with MML’s print heritage (bookbinding uses thread!) and reflects our goal to stitch new audiences into the library’s narrative.
Following our final presentation, the client - the Director of MML, awarded our group Second Place overall, and we were especially honoured to receive the award for Most Innovative Concept among all participating groups.
Core problem
Despite its historical importance, MML faces serious visibility and engagement issues. We identified three main challenges:
No Clear Branding: There’s no consistent identity system; visuals rely heavily on volunteers, resulting in inconsistency across touchpoints.
Low Public Awareness: From the outside, the building is unrecognisable, lacking signage or digital presence to indicate its significance or purpose.
Limited Visitor Experience: Space is tight, funding is limited, and there’s a lack of participatory or digital experiences that invite exploration or dialogue.
My Process
Starting with a deep dive into MML’s history, visitor pain points, and space limitations, I aimed to inject a contemporary, participatory design language that still respected the building’s legacy. I collaborated closely with my groupmates while focusing on the visual identity system, signage, and interactive touchpoints, ensuring cohesion between physical and digital elements.
I drew visual inspiration from museum systems like Hoam Museum of Art pixel icons, and aimed to infuse every design element from icons to posters - with energy, clarity, and meaning. The typography I proposed (Base Neue + DM Sans) and the bold lime green-led palette was selected for its modern yet accessible tone.
Key Actions Taken That I Solely Work On
→ Custom Iconography System
Designed a modular, grid-based icon set inspired by interconnected threads; used across digital platforms and physical signage for building navigation and branding consistency.
→ Social Media Engagement Design
Created mockups for reflective, question-led posts that highlight the library’s purpose and activities; targeting youth interest and boosting digital presence.
→ Poster Designs
Developed bold, thread-inspired posters with strong copywriting (due to image restrictions) for both exhibition and workshop promotion; using tone of voice aligned with 'thread' concept: analytical, questioning, and collaborative.
→ Outdoor & Indoor Signage Mockups
Proposed an inviting, visually-striking window signage to clarify MML’s function to passersby, and a retractable outdoor board featuring interactive thread activities.
→ Interactive Physical Installation
Designed a three-part wall installation (Emotion–Social Issue–Reaction) encouraging visitors to connect themes with thread and contribute thoughts via sticky notes.
→ Counter-Archive Poster Area
Highlighted underrepresented groups with tactile thread-linked posters that feature real stories, reflection prompts, and archival content for public engagement in tight spaces.
Outcomes
Unified Visual Identity: A consistent branding system was established with strong iconography, typography, and color choices, making MML feel modern, cohesive, and approachable.
Boosted Engagement Potential: Social media and signage mockups addressed visibility gaps and encouraged curiosity and interaction, essential for attracting younger audiences.
Accessible & Participatory Space: The proposed installations and signage created invitation points for visitors to participate, even within the tight space and building constraints.
Cohesive Group Output: My contributions complemented the work of my teammates (motion graphics, decorative typeface, website, showreel, kiosk UI) to form a fully integrated system that brings the “threads” concept to life across every touchpoint.
