Grace Jonas

Resume

Projects

Connect

Grace Jonas

Resume

Projects

Connect

SHIPPED · FREE LIBRARY OF PHILADELPHIA

SHIPPED · FREE LIBRARY OF PHILADELPHIA

Find Your Free Library

Find Your Free Library

A system-wide map redesign for all 54 branches of the Free Library of Philadelphia — replacing an outdated map with no surviving source files, and the unofficial staff versions that had filled the gap.

A system-wide map redesign for all 54 branches of the Free Library of Philadelphia — replacing an outdated map with no surviving source files, and the unofficial staff versions that had filled the gap.

ROLE

Exhibition & graphic designer, contract

Exhibition & graphic designer, contract

TEAM

Free Library in-house design team

Free Library in-house design team

TIMELINE

Shipped November 2022

Shipped November 2022

SCOPE

System map, nine cluster buck slips, promotional campaign

System map, nine cluster buck slips, promotional campaign

THE PROBLEM

The Free Library’s map had been made in the early 2000s by an outside design firm, and no source files survived. It was overwhelming for first-time viewers, contained geographic discrepancies patrons had flagged, referenced hot spots no longer relevant to the library’s needs, and no longer matched the library’s brand guidelines.

In the absence of anything current, staff had made their own variations. Different branches were handing patrons different maps. Creating one official version wasn’t a refresh — it was the only way to get the system back to a single source of truth.

The Free Library’s map had been made in the early 2000s by an outside design firm, and no source files survived. It was overwhelming for first-time viewers, contained geographic discrepancies patrons had flagged, referenced hot spots no longer relevant to the library’s needs, and no longer matched the library’s brand guidelines.

In the absence of anything current, staff had made their own variations. Different branches were handing patrons different maps. Creating one official version wasn’t a refresh — it was the only way to get the system back to a single source of truth.

SYSTEM IMPACT

54

54

54

branch locations across the city

1.5M

1.5M

1.5M

people served in the Philadelphia area

800+

Employees relying on one shared system

WHERE WE STARTED · THE MAP AND ITS UNOFFICIAL DESCENDANTS

The original map was built by an outside firm. Dense colour blocking created no clear hierarchy between neighbourhood, branch and landmark; over time, individual branches produced their own local workarounds instead of one shared system.

The original map was built by an outside firm. Dense colour blocking created no clear hierarchy between neighbourhood, branch and landmark; over time, individual branches produced their own local workarounds instead of one shared system.

CONSTRAINTS

01

No source files for the existing map. Everything had to be rebuilt from scratch rather than updated.

No source files for the existing map. Everything had to be rebuilt from scratch rather than updated.

No source files for the existing map. Everything had to be rebuilt from scratch rather than updated.

02

One artefact had to work in three places at once — printed buck slips, in-branch signage, and digital — so it had to hold up at wildly different sizes.

One artefact had to work in three places at once — printed buck slips, in-branch signage, and digital — so it had to hold up at wildly different sizes.

One artefact had to work in three places at once — printed buck slips, in-branch signage, and digital — so it had to hold up at wildly different sizes.

03

The audience is every Philadelphian. The map had to be readable regardless of age, first language, or familiarity with maps.

The audience is every Philadelphian. The map had to be readable regardless of age, first language, or familiarity with maps.

The audience is every Philadelphian. The map had to be readable regardless of age, first language, or familiarity with maps.

DECISIONS & TRADEOFFS

DECISION 01

Hand-drawn, not cartographic

CHOSE

A hand-drawn style paired with the library's brand fonts, so the map reads as approachable rather than technical.

COST

Strict geographic accuracy. A hand-drawn city can't be measured against — it can only be recognized.

DECISION 02

Keep the highways

CHOSE

Major streets and highways stayed on the map so locals could judge how close they actually live to a branch.

COST

Visual quiet. Every road added is a line competing with 54 branch labels for the same space.

DECISION 03

One system map, nine cluster slips

CHOSE

A two-tier system — the full city map for orientation, plus a buck slip per cluster for the branch a patron actually uses.

COST

Ten artefacts to maintain instead of one, and ten chances for a branch to hand out a stale version.

FINAL PRODUCT · ONE SYSTEM, THREE FORMATS

Nine colour-coded clusters, brand typography and enough street context for a patron to place themselves — without turning the map into a technical diagram.

Each cluster received a portable local guide built from the same system map, with branch-specific information staff could keep current.

The map travelled beyond wayfinding into a citywide announcement campaign, helping audiences understand where and when new Saturday service was available.

40,000+

40,000+

digital impressions across Facebook, Instagram, X and LinkedIn announced ten new Saturday locations — the first Saturday openings in four years. The system standardized one template across print, digital and in-branch wayfinding, and remains in use today.

digital impressions across Facebook, Instagram, X and LinkedIn announced ten new Saturday locations — the first Saturday openings in four years. The system standardized one template across print, digital and in-branch wayfinding, and remains in use today.

HOW THE MAP EVOLVED

Each cluster received a portable local guide built from the same system map, with branch-specific information staff could keep current.

digital impressions across Facebook, Instagram, X and LinkedIn announced ten new Saturday locations — the first Saturday openings in four years. The system standardized one template across print, digital and in-branch wayfinding, and remains in use today.

digital impressions across Facebook, Instagram, X and LinkedIn announced ten new Saturday locations — the first Saturday openings in four years. The system standardized one template across print, digital and in-branch wayfinding, and remains in use today.

NEXT PROJECT

The Cookout Campaign →

The Cookout

Campaign →

The Cookout Campaign →

Innovative storytelling. Bold visionary

GRACEJONASDESIGN@GMAIL.COM

267.608.6839

Innovative storytelling. Bold visionary

GRACEJONASDESIGN@GMAIL.COM

267.608.6839

Innovative storytelling. Bold visionary

GRACEJONASDESIGN@GMAIL.COM

267.608.6839