Play Matters


From playgroups to a national brand that’s filled with hearts and smarts.

Brother was recruited to help rebrand Playgroup Queensland to Play Matters. The new brand would offer a far wider range of carer and child support services beyond the original playgroups. 

With the new brand’s strategy resolved by Brother in a previous phase, we now needed to develop a visual identity style, launch assets and master web designs that would bring the positioning to life: The heart and science of play. 

The design ambition was simple: we wanted something that would feel welcoming to carers and family, but with enough weight to influence government and industry. Something big, bold and friendly. 

The new identity was just that. Vibrant colours, rounded letters with a bespoke “smile device”, bespoke icons and plenty of imagery combined to create a brand that is equal parts heart and smarts.


  • Brand strategy
  • Brand architecture
  • Brand positioning
  • Brand identity design 
  • Stakeholder management 
  • Logo development 
  • Design roll out and collateral creation 
  • Master design and UI for website
  • Brochure and booklet design 
  • Wayfinding 
  • Stationary