Playgroup Tasmania

Playgroup Tasmania is a not-for-profit organisation which has been supporting Tasmanian families for over 40 years.

Their previous brand, which was part of a brand ‘family’ designed for Playgroup Australia and the other state-based playgroup organisations, had become out-dated and no longer represented the energy of our Tasmanian entity… which is why we stepped in.

After a strategic briefing process to ensure we understood the organisation’s vision, audiences, and personality, we embarked on the brand identity process.

As our work shows, we had a lot of fun with this one! It was important, however, to strike a balance between playful and professional – the brand needed to represent the fun, energetic and playful nature of the work Playgroup Tasmania delivers, but also appear professional and contemporary, and appeal to major stakeholders and funding bodies.

We (and our client) think the refreshed brand ticks all these boxes – it’s a clean, easy to read wordmark that feels professional, yet lively and young, and is enhanced by a suite of graphic elements that will be incorporated into collateral and marketing.

The new website is a great example of how we’ve chosen to utilise these graphic elements. The colours, shapes and illustrations, combined with existing photography, work to create a web experience that is user-friendly and full of helpful information, yet feels fun, playful and engaging.