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SHIPPED · FREE LIBRARY OF PHILADELPHIA

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A system-wide redesign for all 54 Free Library branches, replacing an outdated map with no surviving source files and the unofficial versions staff had created in its place.

ROLE

Exhibition & Graphic Designer, contract

TEAM

Free Library in-house design team

TIMELINE

Shipped November 2022

SCOPE

System map, nine cluster buck slips, promotional campaign

I led the nine-month redesign, working with the Free Library’s in-house design team to rebuild the map from scratch and build out the print, digital, and branch-level system around it.

THE PROBLEM

The Free Library’s map had been created in the early 2000s by an outside design firm, and none of the original source files survived. It was overwhelming for first-time viewers, had some geographic inaccuracies, included outdated hotspots, and no longer matched the library’s brand guidelines.

Without a current version to work from, staff had created their own maps over time. Different branches were handing patrons different versions, so the goal wasn’t just to redesign the map. We needed one official system that every branch could use.

SYSTEM SCALE

One map serving a citywide library network.

Branch locations across the city

1.5M

People served in the Philadelphia area

800+

Employees across the library system

WHERE WE STARTED · THE MAP AND ITS UNOFFICIAL DESCENDANTS

The original map was built by an outside firm. Dense color blocking created no clear hierarchy between neighborhoods, branches, and landmarks. Over time, individual branches produced their own local workarounds instead of one shared system.

CONSTRAINTS

There were no source files for the original map, so everything had to be rebuilt from scratch.

The map had to work across print, in-branch signage, and digital, all at very different sizes.

The audience was basically everyone in Philadelphia, so the map had to be easy to read regardless of age, language, or how familiar someone was with the city.

DECISIONS & TRADEOFFS

DECISION 01

Hand-Drawn, Not Cartographic

CHOSE

A hand-drawn style paired with the library’s existing brand fonts, so the map felt approachable and easy to read instead of overly technical.

COST

It wasn’t meant to be geographically exact. The goal was to help people understand where branches were in relation to each other, not create a traditional city map.

DECISION 02

Major Highways, Not Landmarks

CHOSE

Only the major highways and rivers stayed as reference points, keeping the map simple while still giving people enough context to understand where they were.

COST

Leaving out landmarks meant fewer visual cues for people who navigate the city that way, but adding too many would have made the map crowded again.

DECISION 03

One System Map, Nine Cluster Slips

CHOSE

One full city map for the big picture, plus individual cluster slips that made it easier for someone to focus on the branches closest to them.

COST

It meant maintaining ten pieces instead of one, but each branch had something much more useful to hand to patrons instead of relying on the full city map for everything.

FINAL PRODUCT · ONE SYSTEM, THREE FORMATS

The redesigned map system with nine color coded clusters.

The neighborhood cluster buck slips featured enough street context to help patrons understand where they are without overcomplicating the map.

Each cluster had its own local guide using the same map system, with branch information staff could easily update.

The map was also used in a citywide campaign announcing new Saturday service, helping people see where and when it was available.

RESULTS

Branch staff were able to retire the unofficial versions they had created over time, replacing them with one consistent system across print, digital, and in-branch use. The map is still used across library materials today.

One map system adopted across all 54 branches.

40,000+

Digital impressions

Across Facebook, Instagram, X, and LinkedIn for the Saturday reopening campaign.

HOW THE MAP EVOLVED

The map is now used across promotional materials, monthly events, broader signage, and Saturday openings.

WHAT I'D DO DIFFERENTLY

I’m really happy with where the map landed, so I wouldn’t change much about the design itself. With another pass, I’d want to see how people were actually using it in the branches.

I’d get feedback from patrons and staff on what was easiest to understand, where people still got confused, and whether anything could be simplified even more.

I’d also rethink the decision to leave landmarks off the map. We kept it limited to major highways and rivers so it stayed simple, but I’d test whether a few recognizable landmark icons could help people orient themselves without making the map feel crowded.

The map itself is something I’d largely keep. With more time and resources, I’d want to see how people actually used it once it was out in the branches.

I’d get feedback from patrons and staff on what was easiest to understand, where people still got confused, and whether anything could be simplified even more.

I’d also explore a larger rollout campaign — more posters and promotional placements across branches — so the new system had a stronger introduction when it launched.

The map itself is something I’d largely keep. With more time and resources, I’d want to see how people actually used it once it was out in the branches.

I’d get feedback from patrons and staff on what was easiest to understand, where people still got confused, and whether anything could be simplified even more.

I’d also explore a larger rollout campaign — more posters and promotional placements across branches — so the new system had a stronger introduction when it launched.

FREE LIBRARY OF PHILADELPHIA DISCOVERY

Want to see more of the work I’ve created across the Free Library?

View additional campaigns, exhibitions, and brand work on Behance.

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