Brand Strategy

Go Kids Play

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Go Kids Play
Equipment Used
Adobe Illustrator, Photoshop, WordPress, XD
Our Role Icon
Brand strategist, lead designer & project manager
Apr 2019
June 7, 2017


Business pain points

Go Kids Play is a local startup that needed assistance in developing their brand identity before their grand opening launch. They have a strong passion to create a unique play/recreational centre that has never been seen in the Illawarra region. Wanting a lifestyle business where they could spend more time with their kids while running their own business. Go Kids Play needed to develop a brand that stands out in their competitive industry and differentiate themselves from other kids recreational centres in the area.

Solutions provided

We sat down with the owners and through a brand strategy session we collaborated together to find out what is the Go Kids Play brand? What are their unique brand attributes? What is their unique positioning statement:

“Providing fun, exciting recreational facilities to customers in an approachable and family orientated environment. Helping parents feel satisfied knowing that their children are happy and safe around friends.”

Along with this we discovered a major differentiation point of creating an atmosphere that is tailored towards kids and creating an enjoyable environment for parents and caregivers, making a facility that makes you want to come back through an appetising dining experience, safe/friendly environment and a state of the art inflatable facility that gets kids active and having fun. We were able to provide a clear vision for everyone involved in the project though focusing on 3 customer personas and finding out how we could exceed their needs.

Using the information gathered in the strategy session we were able to tailor make a brand identity that would appeal to these types of customers and differentiate Go Kids Play from the other inflatable/recreational centres. We created a visual language through the colour palette and design elements that positions the business as an inviting, enjoyable, high quality facility that is unmatched in the Illawarra region. This identity was then applied throughout all their collateral with the aid of a style guide document which helped the implementation of their branding on signage and marketing material. We also developed their WordPress website with goal of keeping the consistent brand message throughout the whole site. Allowing user to quickly see what's on the menu, the price of entry and to book special events through contact forms or direct phone call functions. See the live site here

  • Brand strategy session
  • Positioning statement
  • Mood boards
  • Logo concepts
  • Logo assets
  • Style guide
  • Wireframes
  • High fidelity interactive prototype design
  • WordPress website
  • Business card design
  • Menu design
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From the very start to the finish of our project, Justin was very professional in manner and with his expertise. Justin explained everything to us and advised us on what works best for our brand. He took our vision and created the perfect logo, he took everything we said on board and in a short amount of time our logo came to fruition, we couldn’t be more happy with the results! We highly recommend Justin and his team of creatives and look forward to working with you in the future. 
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It has been a pleasure working with you on the design Justin. I was nervous to begin with due my own lack of design understanding and direction regarding brief, however you managed to guide me through your process comfortably with an upbeat and excited energy. You were patient, encouraging and your helpful hints allowed me to achieve the desired result. Your communication was phenomenal, attention to detail exceptional and creativity inspiring.
Milos Bolic / Managing Director
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We have worked with Justin on a number of projects and have always received professional, top quality work. Communication is fantastic, highly recommended.
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Being novices at websites ect ,we decided to use the service provided by Justin from Black Bear. We found Justin had the expertise to give us exactly what we needed after trying to explain in our roundabout way, Justin was able to decipher our thoughts from paper to computer giving us exactly what we wanted. We look forward to a long working life together and would recommend his services.
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