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Hardie and Company was instrumental in repositioning the Innisfil Public Library (IPL) brand, following the announcement of their new Strategic Plan in 2012. One of 3 core brand traits “wildly unexpected”, led us to encourage IPL to launch their brand with an equally unexpected Gala Launch Party. Oscar-winning keynote speaker Colin Chilvers inspired invitees to explore the unexpected offerings found nowhere else in our community. Beginning with the “Let Us Surprise You!” teaser campaign, posters throughout town and oversized artwork unveiled at the event compelled guests and residents to discover “More Inside” their local library! This campaign introduced our “More Inside” positioning taglin