Work

We started with a mandate from the library director: the website must be visually stunning. From the onset, this made us think deeper about the brand and visuals. We explored bold and contemporary directions. Additionally, the director wanted the site to support patron personalization for the multi-branch system. This proved challenging as personalization works against privacy so our goal became to find solutions that still valued privacy.

Identifying & Understanding the Audience

To lay the groundwork for success, we began with a deep discovery process focused on defining key audiences and identifying their needs. Through extensive collaboration with the SCLSNJ team, we segmented audiences into 30 distinct audience types grouped by demographic, goal and affinity-based. 

The primary audiences were the following: caregivers, tweens, children, retired/seniors, and young adults. 

This depth of segmentation was critical  because libraries serve everyone, not a select few. This foundation influenced every content and design decision that followed. 

Content Strategy

With a clear hierarchical understanding of their audiences and needs, we mapped out both existing or new content essential for the site. Our approach included: 

• Evaluating current pages
• Identifying content gaps
• Ensuring messaging aligned with audience needs  

With content needs defined, jumped into exploring various site maps to find an intuitive solution to organize and craft their messaging. Given the sheer volume of content, semantic and logical organization of pages was crucial. We explored multiple site ma variations to find a structure that was both scalable and intuitive. 

Final Site Map

The chosen architecture was designed to surface offerings clearly, highlight community impact, and provide easy paths for patron engagement. 

Wireframes

Next, we translated the site structure into wireframes, experimenting with content density, layout and interactivity. We got imaginative with content – thinking through ways to bring out the personality. Special attention was paid to elements like the Staff page to inject personality and warmth into the experience. 

We also identified a critical area of improvement: landing pages.  Our research into both libraries nation-wide and our own client projects showed that many library landing pages weren’t being used to their full potential. 

We asked ourselves: 

• How were our current library clients writing content specifically for landing pages? 
• Is it more text or image-based? 
• What content are patrons expecting and wanting to see here? 

We found that our current layout wasn’t driving engagement, so we iterated and tested new layouts that positioned landing pages as dynamic springboards into programs, resources, events and more.

Multi-Branch and Personalized Content Experience 

To enhance relevance, we built a site-wide personalization feature that allows patrons to tailor their experience by selected preferences such as branch and age group. This filtered content dynamically–affecting everything from event listings, book lists, branch info and eResources. 

We also created a system-wide multi-branch feature accessible from the hours and locations. Patrons can browse all branches, see current and upcoming hours, and visually view locations on a map. 

Another unique feature of the site was creating a system for the footer site map which can be viewed in short hand and full version. SCLS wanted something clean and streamlined at first sight but the ability for users to access the full site map as needed.

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Visual Design & Branding 

With the director’s mandate front and center, we were thinking about the brand and its visuals deeply and began exploring bold contemporary directions. 

Once we had a seed of the idea. We turned to motion to deeply discover the brand. We created a set of rules to explore variability and different combinations of things in hopes of discovering something that would take us further, or some place we hadn’t imagined before. We unleashed a brand discovery tool SCLSNJ team allowing them to explore. 

The final direction was vibrant and very-designed forward. Motion design played a key role in evolving the brand. We developed a refreshed digital brand system with a strong emphasis on human connection. Staff profiles become storytelling spaces, while still prioritizing approachability and inclusiveness. Strong typography and use of color was also key to the brand. 

Building & Technical Implementation

The scale and ambitions of SCLSNJ allowed us to fully utilize the capabilities of our CMS – and stretch them even further. 

Key features includes:

• Dynamic and high-volume content management to handle high volume of dynamic content, including hundreds of weekly events and updates 
• Localized and personalized filtering enabling discovery by branch, age group and interest
• Multiple user journeys tailored to distinct audience groups

Working closely with SCLSNJ’s highly skilled IT department, we also implement several crucial integrations: 

• Integration with TLC’s CARL ILS for seamless catalog access
• On-page and search integration with LibCal and EBSCOhost
• Smart workflows that imported curated booklists and reading recommendations directly into blogs and program content

Results 

The result is a robust, scalable website that supports SCLSNJ’s ambitious programming and broad service offerings—while staying true to the welcoming, community-centered spirit of the library.

The new SCLSNJ website is a bold reimagining of what a library site can be: for real people, visually engaging, and deeply responsive to the needs of its community. It brings together personalized content, seamless integrations, and a modern fun brand to create an experience. With an intuitive navigation, dynamic content filtering, federated search, and scalable systems to support hundreds of events and resources, the site empowers patrons to discover, connect and explore in new ways. For SCLSNS, the website isn’t just a platform. It’s an extension of their mission to serve everyone, everywhere.