The Saint Paul Public Library and its Friends collaborated to create an identity program as part of its public relations efforts. The work started with a team made up of the library's key administrators and its Public Relations and Communications office, plus Friends' staff and the Friends Board's Public Awareness Committee. In this article, the author describes how this project was implemented. To raise the profile of the Saint Paul Public Library, the author relates that they came up with four main objectives: (1) To increase the public awareness of the Saint Paul Public Library; (2) To update the library's image to reflect current and projected services; (3) To coordinate an attractive and consistent image, message, and identity throughout the library system; and (4) To have the new identity in place for the reopening of Central Library.