State Library of WA’s Better Beginnings unveils new identity by Moonsail for its next generation

Run by the State Library of WA, families receive these packs through their local library or child health nurse. The program has been running for 20 years and has touched the lives of millions of families in that time. The goal of the program is to develop literacy skills in children from birth providing them with greater potential to grow, learn and develop, perform well at school and succeed in later life.

Now celebrating two decades of outreach, it was time for Better Beginnings to renew its visual and verbal identity for a new generation of parents and children. The tangible opportunity to shape so many lives was one that Moonsail jumped at.

It started with a new tagline. “Book by book” is a distillation of the small actions and empowering impact that has been at the core of Better Beginnings since the start. It’s about achievability, possibility and the direct relationship that each book has to the success of each child. This was built on by the visual identity. The stacked books form stairs that lead the reading journey upwards, while still being built from small, easy pieces. Blocks filled with primary colours continue this theme of building, creating a design world that feels both familiar and interesting to the parent and the child.

Communications Manager for the State Library, Alex Sare, had this to say about the rebrand: “I’m really happy that the new look aligns so well with the State Library brand and what we’re trying to achieve. Everyone is thrilled with the creativity and energy of the assets and we’re super excited to roll it out statewide in 2026.”

Moonsail’s Co-founder & Executive Creative Director, Matt Nankivell, said: “Better Beginnings puts simple stories into the hands of parents, who bring these stories to the ears of their children – so our verbal and visual language should be simple too. In essence, it’s the goal and the way to get there, all rolled into one: Better Beginnings, book by book.”

Credits
Client: State Library of WA
Communications Manager: Alex Sare
Manager Reading Writing and Learning: Rebecca Bell
Agency: Moonsail
Creative Director: Matt Nankivell
Strategy: Samantha Hassall
Designer: Steph Travaglini
Copywriter: Joe Wilkie
Account Management: Alexis Gan

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