Did you know your libraries aren’t entirely publicly funded? Your tax dollars keep the lights on, but so many of the fun, interesting, and innovative things happening in Memphis libraries are thanks to Memphis Library Foundation (and its supporters). To make sure more icing gets applied to the library cake, we built a new brand for MLF that exudes the excitement, energy, and positivity that a library provides. The strategic brand concept of Imagine More turned into a launch campaign to drum up even more funding for this essential asset in our city.