Inclusive play for all

Loop Brands has partnered with Play For All Australia (PFAA) to create a vibrant and engaging new brand identity.

PFAA’s mandate is to create a future of play and belonging to communities for children of every ability. Designing innovative, modular playgrounds that are inclusive, sensory-rich and sustainable – promoting connection and care by dissolving as many boundaries as possible.

With a clear understanding of the social initiative – ‘Choose your own adventure’ was defined as the brand proposition and the creative platform for the brand identity. This informed the idea of creating a carefully crafted custom typeface made up of primary shapes, inspired by building blocks.

The identity concept is modular in form and adaptable to its surroundings – which reflects the initiative itself. The primary shapes have infinite possibilities in terms of composition – bringing natural variation to letterforms and word sets, whilst creating unique and ownable illustrations.

The PFAA brand positioning communicates dynamically and has cut-through with its primary audience which consists of local councils and government, whilst at the same time being relevant and engaging to its end-users – the kids and families that benefit from the initiative.

Caroline Ghatt, PFAA Founder says “The awesome team from Loop, have dedicated their creative brilliance and energy to bringing beautiful design concepts and ideas to life for the Play for all project. Thank you for all you are doing to help shape a brighter future for inclusive play for all our children. We salute you.”