an integrated branding, marketing, and communications consultancy dedicated to delivering winning strategies and assets for nonprofit organizations, cultural and educational institutions, and businesses devoted to doing social good
an integrated branding, marketing, and communications consultancy dedicated to delivering winning strategies and assets for nonprofit organizations, cultural and educational institutions, and businesses devoted to doing social good

" The new Science, Industry and Business Library of The New York Public Library, which is to be dedicated this morning at Madison Avenue and 34th Street, is every bit as grand, in its way, as the library's great main building
at Fifth Avenue and
42nd Street.

"This project is a victory not only for library users, but for the whole city: a landmark restored to the public realm."

Front page,
The New York Times,
April 24, 1996

CASE STUDY :   OPEN NEW CULTURAL RESOURCE

OVERARCHING GOAL

Demonstrate currency and relevancy of the NYPL through the opening of a new cultural/educational resource.

SITUATION

By the 1990s, the business and science collections of the 100-year-old NYPL had outgrown their space and, to a certain extent, their effectiveness. Addressing the need to combine these resources and to provide increased accessibility to rapidly growing electronic data, the Library created the $100 million Science, Industry, and Business Library (SIBL), which opened in 1996 in the former B. Altman building at 34th Street and Madison Avenue.

TANGIBLE OBJECTIVES

  • Demonstrate that by embracing 21st-century tools and spaces, The New York Public Library could be of greater service to its millions of constituents and donors - and would not kill off the revered "book" in the process
  • Through targeted publicity, establish SIBL as a core resource for New York businesses that would contribute to the economic strength of the region
  • Dispel two major misconceptions: (a) that the Library is not business-community friendly and (b) that new technology is added at the expense of printed material
  • Position NYPL leaders as experts on information technology
  • Cultivate positive relationships with financial supporters in the public and private sectors