The St. Louis Public Library system includes 16 branches throughout the City of St. Louis as well as the main branch located downtown. In addition to its vast collection of books, the library is home to an extensive collection of e-books, educational programs, movie and game rentals and a variety of other services. Our challenge was to increase library cardholder activity and renewals through increased awareness of the institution’s broad educational and enrichment offerings. After a comprehensive brand audit, our process yielded the “What Do You Want To Know?” campaign. The bright, color block campaign paired familiar, symbolic imagery with questions that both inspire and challenge the consumer to take full advantage of all the library system has to offer.