Playgroup
A new brand identity is born
Background
Playgroup Australia is the national peak and representative body for Playgroups in Australia. The organisation is a not-for- profit, reliant on community and member organisations for support. The members are the eight state and territory Playgroup Associations across Australia that collectively represents more than 200,000 families at over 8,500 Playgroup sessions every week.
Strategy
Through our workshop and research, we uncovered that many mothers and families perceive the Playgroup concept to be outdated given the level of engagement and information options that are available online. As a result, they’re unable to see the true value in playgroups and therefore, can’t understand why they’d pay for it. To increase the relevance of the playgroup to modern day mothers and families, we identified a positioning for the brand that was based on the brand essence of ‘Australia’s Physical Social Network’, where Australian families come together to share life’s journey, to find comfort and connection, and help shape the community, with a strong vision for a great future.
Solution
Based on the strategic foundations, we created a new national brand identity that encompassed all consumer touch-points – from website, to social media, stationery, signage, collateral, membership materials, uniforms, communication campaign elements, and more.
