"We were commissioned to undertake a major brand repositioning project for the State Library of NSW to address existing perceptions for both users and non-users and the wide gap between the current positioning and Library's vision for the future. The key to the brand strategy was creating a more emotive brand to excite audiences and encourage deeper relationships rather than continuing to incite rational responses to the Library. The central proposition needed to drive both the internal culture and marketing communications. The findings led us to the new brand position—'surprising'–shifting the emphasis from functional attributes of supplying and preserving information, to an emotional reward for the user. The brand essence is designed to have a contemporary quality, replacing out-dated and negative perceptions of 'boring' and 'intimidating' with 'friendly' and 'engaging,' the inherent qualities of an appealing and relevant destination."