The brief

The Play Collective (PlayCo) owns playground companies Forpark, RhinoPlay and Playworks. PlayCo was born from the acquisition of these companies and was created to harness the scale of the market and to service a fragmented industry by managing these niche sub-brands that compete in their own key segments. The brief objectives were clear:

• Develop the PlayCo Visual Brand Identity

• Demonstrate how this flows through all existing (and potential future) sub-brands 

• Create visual brand guidelines for use across the full business 

• Rollout templates for all new and existing sales and marketing channels, allowing for clear and consistent branding

The solution

Collaborating with the PlayCo leadership team around the brand strategy, hierarchy, messaging and market positioning, I delivered on the following items:

• Market research and competitor analysis

• Exploration of PlayCo Visual Brand Identity through 3 different visual and creative concepts that included master and sub-brand logos, colour and typography

• Creation of a comprehensive PlayCo Brand Guidelines using finalised visual direction that included, tone of voice, value proposition, logo (both master and sub-brands), colour, typography, brand graphics, photography, layout and usage examples

• Brand Collateral/and template rollout for master and all sub-brands supplied in various formats. This included business cards, email signatures, sales presentation documents, sales presentation templates (PowerPoint), word templates (letter, invoice, quote), social media post templates, marketing templates and company LinkedIn banners

theplaycollective.com.au