To create a flexible brand identity and launch system that positions the British Council Libraries as a modern, inclusive space that celebrates creativity, literature, and cultural exchange.

The visual language is built around four diamond-shaped frames that act as a curatorial device, reflecting the library’s role in selecting, supporting, and highlighting meaningful cultural moments. The framing system brings focus to the right events, conversations and ideas, reinforcing the library’s position as a guide and platform for learning and creativity.

Bold illustrations and vibrant colours capture the energy of Karachi, while the structured use of frames introduces clarity and intent across both physical and digital collateral. Together, they create a welcoming and recognizable visual language that communicates openness and accessibility.

For the launch event, Karachi itself became the central theme. Iconic city landmarks and Karachites - the people of Karachi were framed as cultural contributors who have shaped the city into a vibrant creative and artistic hub.

The British Council Library in Pakistan operates as a hybrid space, combining a state-of-the-art digital library with an active physical environment. Members can access e-books, audiobooks, academic journals and research databases through advanced search tools and mobile apps. The library also hosts cultural discussions, book launches, open mics, workshops, music events and themed programmes including Harry Potter anniversary celebrations and International Women’s Day events. The space has hosted Kamila Shamsie’s Home Fire book launch, WOW Festival planning sessions, and high-profile visits including the Mayor of London. The Lahore Library was also branded under the same identity system.

• Rolled out across print, digital, social, PR, merchandise, and in-person launch activations, reaching an audience of 15,000+ online and 800+ members in the first year

• Supported cultural programming including book launches, workshops, open mics, music events and themed programmes

• Highlighted high-profile moments like Kamila Shamsie’s Home Fire book launch, Mohammad Hanif’s Red Birds book launch, WOW Festival planning, and visits from the Mayor of London

• Established a consistent, recognizable presence, positioning the library as a leading cultural and educational space in Karachi

• Organization: British Council

• Role: Brand Design- Wajeeha Abbasi and Sana Naeem, Led by Sharmeen Peshimam

• Photography: Ibrahim Saeed

• Copyrights: © British Council. All rights reserved