Marketing and Positioning Strategy for the New York Public Library
Partnered with the New York Public Library to develop a marketing and positioning strategy for an AI-powered research tool launching on their website, helping NYPL adapt to technological change while staying true to its mission of promoting lifelong learning and democratizing access to knowledge.
Client
New York Public Library (NYPL)
Team
3 designers
My Role
Design Strategy
Visual Identity
Research
Client Communication
Presentation & Public Speaking
Industry
Culture, Arts, and Education
Project Context
4-week intensive design sprint for an external client engagement through Parsons School of Design
Year
2026
Tools
Miro
Figma
Claud
Project Brief
How might we position the AI-powered Enhanced Search in a way that preserves the trust the NYPL has spent 130 years building?
Challenge
The New York Public Library has built it's credibility, brand, and cultural capital on being a trusted steward of knowledge, but as it adapts to the digital age, it must balance technological change with its core values of lifelong learning and access to information. Its new AI-powered tool, called Enhanced Search, is intended to provide access to all scholarly books in NYPL's collections — for free, instantly, anywhere in the world. However, integrating AI risks misalignment with their mission, especially with varied public sentiment around AI's implications for privacy, accuracy, critical thinking, intellectual integrity, and gaps in AI literacy. The messaging and positioning NYPL chooses to leverage for Enhanced Search will not only shape brand perception, trust, and the digital library experience, but will provide a roadmap for other cultural institutions and similar organizations in effective AI integration.
Process
Week 1 Project Kickoff & Initial Discoveries
Met with client in-person to understand key challenges and goals
Facilitated kickoff session to align on problem definition and success criteria
Reviewed brand materials, research, and product features
Week 2 Research & Strategy
Mapped stakeholders, services, and activities to understand the full NYPL ecosystem and identify audience segments and strategic opportunities
Conducted research on similar rollouts of AI-powered products and public perception of AI to identify pain points and best-practices
Synthesized insights into an initial marketing and positioning strategy, defining editorial voice, visual direction, content architecture, and publication timeline
Week 3 Presentation, Feedback & Iteration
Presented initial discoveries and strategy to client, iterating based on feedback
Pulled visual references and designed mockup to demonstrate website integration
Week 4 Final Client Presentation
Finalized design recommendations and pitch
Presented recommendations to client in-person
Proposed Solution
A dedicated newsletter series to introduce Enhanced Search
A newsletter series published by the NYPL with an opt-in model, intended to be sent to subscribers over a period of months to gradually introduce Enhanced Search
Designed for existing NYPL patrons — researchers, students, educators, archivists, librarians, institutions, or those who are simply curious
Editorial voice provides a first-hand, insider lens while avoiding buzzwords and jargon — clarity rather over abstraction, accuracy over hype
Aesthetic direction is simple and spacious so as not to overwhelm the reader, aligning with the established NYPL visual identity system to maintain brand trust, credibility, and institutional confidence
NYPL's existing archival material serves as newsletter content, providing readers with a glimpse into what Enhanced Search makes accessible
Defines content architecture, including topics and key messages for each issue
Outlines publication cadence and timeline of throughout the course of six months
Made recommendation for a mobile version of the Enhanced Search tool based on user insights
Final Pitch Deck
Outcomes & Learnings
Developed an end-to-end marketing and positioning strategy to introduce a digital tool into an established brand ecosystem, navigating the tension between technological innovation and institutional trust
Collaborated closely with stakeholders from a major cultural institution, learning how to honor a brand's legacy while evolving it for new contexts
Translated research insights and client feedback into concrete brand-aligned strategies, messaging frameworks, and visual direction
Refined ability to communicate complex ideas to diverse audiences in clear, engaging, and accessible ways
Deepened practice in user-centered design methods, visual design, brand systems, and client-facing presentations