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  • Writer's pictureBrian Creath

Brand Work: Creating New Relevance

Updated: May 8

How do you make the library relevant to a generation that accesses the world through a smartphone?

Simple: Show them that there’s more to the library than stacks of books.

Cohesion was asked to refresh the St. Louis County Library’s brand image, positioning and messaging from the ground up, starting with its logo.

Then, we built a messaging platform that showcased the library’s entertainment resources, education centers and yes—even the books. Finally, we created a marketing communications system that enabled the library’s marketing department to customize guerilla campaigns for various audiences—in lieu of mass advertising, which wasn’t in the library’s budget.

The result: a new face, and new energy, for a community institution.

Interested in creating new relevance for your brand? Contact Brian Creath, president of Cohesion at or at 314-276-5383.


Cohesion is a strategic brand consultancy that helps organizations position, package and articulate the essence and direction of businesses, brands, solutions and issues. Since 1999, our work has created new value and revenue for more than 150 organizations, including Fortune 500 corporations, mid-market companies and innovative small businesses. To learn more visit, or contact Brian Creath, president, at

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