BRITISH COUNCIL LIBRARIES IN PAKISTAN
Reimagining libraries as cultural spaces
through brand identity & event design
A 360° brand identity celebrating the British Council Libraries as the hub of creativity, culture and learning, designed to support both physical and digital library experiences.
OBJECTIVE:
To create a flexible brand identity system, using the assets provided by the Global Brand Team, that positions the British Council Libraries as a modern, inclusive space that celebrates creativity, literature and cultural exchange. Design for the launch events in Karachi and Lahore, Pakistan. Showcase the physical space, services and also the digital offer for a diverse audience.
SCOPE:
Branding
Print Promotion Collateral
Digital Collateral
Creative Direction
Event Branding
IDEA:
The visual language is built around pre-created diamond-like overlapping shapes developed by the global brand team. While initial explorations considered circular forms and their negative space, these were ultimately set aside to remain aligned with brand guidelines. From this system, the Pakistan brand team developed four diamond-shaped frames, with the negative space from the overlapping circles evolving into an in-between, third space that naturally resolved into the diamond form.
The diamond frames function as a curatorial device, reflecting the library’s role in selecting, supporting and highlighting meaningful cultural moments. This framing system brings focus to key events, conversations and ideas, reinforcing the library’s position as a guide and platform for learning and creativity.
EXECUTION:
For the Karachi launch event, the team chose Karachi as the central theme, positioning the city as a cultural hub. Iconic landmarks and well-known Karachites were illustrated and framed as cultural contributors who have shaped the city into a vibrant creative and artistic centre. Seafoam green represents the Karachi coastline and beaches, while orange reflects the city’s historical architecture and warm climate.
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 branding was also adapted for the British Council Lahore Library.
IMPACT:
Rolled out across print, digital, social, PR, merchandise, and in-person launch activations, reaching an audience of 6,000+ online and 800+ members in the first year
Supported cultural programming including book launches, panel discussion, art and design workshops, open mics, music events and themed programmes including Harry Potter anniversary celebrations and International Women’s Day events.
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
CREDITS:
Organization: British Council
Role: Brand Design - Wajeeha Abbasi and Sana Naeem
Project Lead: Sharmeen Peshimam, Head of Marketing, British Council Global Brand Team
Photography: Ibrahim Saeed
Copyrights: © British Council. All rights reserved