Play England.
Play England, part of the National Children’s Bureau, campaigns for all children to have regular access to free, safe spaces in which to play freely. We delivered a trio of identities for them to help Play England deliver the Government’s national play strategy.
“There’s much more to child’s play than finger paints and swings.”
Creating the right conditions for safe and happy play.
Audience.
"I don’t want to wrap my kids up in cotton wool or keep them cooped up inside, but I am scared about letting them go outside to play alone. You hear so many horror stories these days, how can you be confident it’s safe."
Kirsty, mum of 3
Challenge.
Play is an important part of children’s development, providing the opportunity to have fun, learn and experiment. And yet, play as we know it is under threat. Many parents are increasingly afraid of letting their children outside to play, and as childhood obesity soars more and more children are choosing computers games in favor of the great outdoors.
Insight.
There was a need for play to be taken more seriously by Government officials, but that didn’t mean Play England’s designs had to be boring or overly corporate in nature. Play is imaginative, full of energy and fun, and so we ploughed the true essence of play into our three identity designs – Playday, Quality in Play and Playshaper.
Result.
The designs have not only helped to raise the profile of play but the different factors that contribute to great play – fun, energy, safety, infrastructure and imagination. Each identity is build around a unique graphic element, not just a logo, to guarantee consistency.