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 image 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.