The University Library is at the heart of the University of Leeds and is fundamental to the future reputation and success of the University. The Library was found not to be connecting with its core target market due to a lack of awareness of the facilities, and so WPA Pinfold was asked to transform the image from stuffy to dynamic. WPA Pinfold developed a visual identity and language that enabled the Library to project a bright, modern and engaging image that connected with the University students. The ‘Be Inspired’ statement was incorporated as a core element to provide a vision for all involved with the Library’s service and delivery. This was complemented by more than 50 icons, specifically developed to reflect the heritage and content of the Library. In the six months since the launch of the new identity, visitor numbers increased by 31%, from 443,783 to 1,860,292. 96% of users found the redesigned website easier to use.