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.
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 http://gokidsplay.com.au
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