State Library Victoria’s Pauline Gandel Children’s Quarter is a free, purpose-built space funded by the Victorian State Government for children up to 12 years old and their parents or carers. As part of a service improvement initiative, a new branding system was developed to make the experience more engaging, memorable, joyful, and inclusive for both children and adults. The branding work included a custom logo, colour palette, typography, and a set of mascot figures representing both kids and parents. Applications of the brand spanned welcome kits, signage, and various visual touchpoints throughout the space.

The new branding has helped create a warm, playful environment that sparks curiosity and encourages families to explore, learn, and connect.