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Chicago Public Library


“Is Truth Dead?” The infamous Time magazine cover asked in April of 2017. The cover came at a time when fake news was just becoming a household word. At the same time, the Chicago Public Library was asking itself what role it should play in a constantly connected, big data driven, post-truth America. Seven’s initial research showed that the relevance of the library’s reference desk function was being called into question as more and more people were becoming out of touch with the plethora of resources and skills that were the bread and butter of the public library.


Through a combination of research, observation, analysis, interviews and service design experimentation, Seven was able to identify significant opportunities for improvement in the library user experience and ultimately recommend a bold new brand positioning that reasserted CPL’s leadership as a trusted source of information for all people.

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