The Playground
Corporate Identity and Mail Campaign

A new client needed a brand that would clearly express what made them different.

The Playground Sign
The Playground Logo

The Playground is an enormous, multi-level indoor play place for children that was entering a very crowded market. Its corporate identity needed to reflect what separated it from the competition:  the importance of creativity in play.

The Playground was founded on the idea that there is value in children creating their own fun. All kids needed were the raw materials:  dress up stages, puppet theaters, blocks, climbing walls, and art spaces.

Summa Creative was asked to build the brand that would separate the Playground from the competition.  Instead of creating a polished, over-produced image of childhood from an adult’s perspective, we wanted the entire identity to reflect the creation of a child.

The logo represents the sign that neighborhood kids would make to proudly mark their territory, with planks of wood hammered into a post and their best possible second-grade handwriting. All informational areas of the brand are created and separated by a green crayon frame — rough, uneven, and irregular. Perfectly unsophisticated. The business cards were die-cut images of the sign and a complete departure from any others in that market.

The identity was an immediate success, and communicated exactly what the client wanted:  a sense of childlike, but not childish.

“Summa Creative did an incredible job creating a brand and an identity for us. From the business cards to the outdoor signage they made us stand out in a very crowded market. The competitive edge that they gave us was significant.”

Troy Svoboda
Owner, The Playground
The Playground PostcardsThe Playground Letterhead, Envelope, and Business CardThe Playground PhotographyThe Playground Exterior Signage
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