Project Overview

How do you provide reassurance and physical support to new mothers in this digital age?

Project Commissioner

Playgroup Australia

Project Creator

Traffic Brand Agency

Project Brief

Playgroup Australia is the national peak and representative body for Playgroups in Australia. The organisation is a not-for- profit, reliant on community and member organisation and support. The members are the eight state and territory Playgroup Associations across Australia that collectively represents more than 200,000 families at over 8,500 Playgroup sessions every week. Each of these bodies had an individual brand identity, and all were tired, outdated and unsophisticated. The national body were tasked with addressing this matter and introducing a consistent brand that would appeal to the target market, as well as providing the Playgroup Australia brand with the necessary gravitas to hold its' own with government and potential sponsors.

Project Innovation/Need

Based on the strategic foundations, we created a new national brand identity that encompassed all consumer touch-points – from website, to social media, stationery, signage, collateral, membership materials, uniforms, communication campaign elements, and more. This new brand persona provided Playgroup Australia with the consistency, gravitas and sense of purpose to propel them into an exciting, successful and prosperous new era.

Design Challenge

Through our workshop and research, we uncovered that mothers perceive the Playgroup concept to be outdated given the level of engagement and information options that are available online. They think brand looks unsophisticated in comparison to alternative contemporary options such as Playdate and Mothers Groupie. As a result, they’re unable to see the true value in playgroups and therefore, can’t understand why they’d pay for it. To increase the relevance of the Playgroup to modern day mothers, we identified a positioning for the brand that was based on the brand essence of ‘Australia’s Physical Social Network’, where Australian families come together to share life’s journey, to find comfort and connection, and help shape the community, with a strong vision for a great future.

Effectiveness

All state entities have adopted the new identity (or are in the process of doing so), and those that have transitioned are reporting stronger than ever attendance numbers at their playgroup sessions. The national board is now a united, consistent entity that is now much better positioned for growth via increased exposure and sponsorship opportunities.