Ottawa Public Library

Challenge

Ottawa Public Library (OPL) is Ontario’s second-largest library system and the largest bilingual library system in North America. With 33 branches, three bookmobiles, and nearly two million items in English, French, Indigenous languages, and many world languages, OPL is a vital community hub. Its 600+ employees are dedicated to building community, supporting learning, and championing intellectual freedom.

OPL set a goal to increase active library cardholders by 25 per cent—an increase of 59,400 new users based on 2019 numbers. However, low awareness of OPL’s free services and low active usage among residents required a bold strategy.

In 2023, OPL engaged Intent for a multi year partnership to develop a brand platform and refreshed visual identity to reintroduce themselves to the community, generate momentum, and ensure more Ottawans benefitted from their public library system.

Approach

Branding an institution of this scale required deep consultation and disciplined strategy.

Intent led one of the most extensive research phases in the Library’s history, engaging:

• 85 staff members across workshops
• 15 interviews with leadership and partners
• A staff survey with 70 percent participation
• 18,250 public survey responses
• Focus groups with seniors, youth, newcomers, and other key audiences

These insights informed a comprehensive brand strategy defining OPL’s value proposition, voice, promise, and positioning.

From this foundation, Intent developed a new visual identity system designed to work seamlessly across English and French, physical branches, and digital environments.

At the centre of the identity is The Tapestry—a symbol representing the Library as a third space where people gather, connect, and belong. Its woven form reflects Ottawa’s diverse social fabric, while a vibrant colour palette inspired by tulips (the Dutch royal family took refuge in Ottawa during WW2, and have sent annual gifts of Tulip bulbs to the city ever since) reinforces the Library’s role as a welcoming and essential public service.

Results

The brand launched on February 1, 2026, with campaign deployment across Ottawa continuing through 2026.

Ottawa Public Library now has a clear, contemporary brand system that reflects its purpose, values, and impact. Intent’s work has repositioned OPL as a dynamic, inclusive public service and equipped the organization with the tools it needs to achieve its long‑term goals.

By carrying strategy through research, identity development, and rollout, Intent helped OPL move beyond a visual refresh to establish a brand platform designed to evolve alongside the community it serves.