THE PREMISE
Play Included, formerly known as Bricks for Autism, is the leading learning center for play-based therapy using LEGO®. Their aim is to help uplift autistic and neurodivergent children who struggle with communication and social interactions, through the use of playful learning. In 2021, wanting to grow their impact and expand their reach to a more diverse community, they decided to pivot towards a new name and a new visual identity platform.

THE NEW NAME
In order to reach a more diverse audience, we opted for a new name which no longer focussed on the specifics of the therapy (Bricks for Autism) but more so on their broader promise of helping children make sense of the world through play. Thus, Play Included.

THE NEW VISUAL IDENTITY
In creating the new Play Included identity, we needed to reimagine a visual language that centered around play, LEGO® bricks and autism. Furthermore, the communication platform needed to bridge the gap between 2 key audiences: the teachers / educators / psychologists that learn and adopt these methodologies, and the children who take part in the sessions (called Brick Clubs). But more importantly, we needed to create a visual language around the concept of "therapy" without it ever feeling therapeutic or clinical.

THE EXECUTION
The visual identity is directly inspired by LEGO® bricks, the main physical tool utilised in the therapy sessions. The inherent beauty of the LEGO® system is that it is both structured in its form and limitless in its creative possibilities. Using this as a canvas, we developed a modular and flexible logo system, as well as a series of dynamic patterns. Furthermore, we imagined a playful illustrative language which combines the bricks themselves, but also a series of playful organic shapes, directly inspired by a child's imagination, emotions and growth. A playful and positive tone of voice was also developed, with engaging messaging meant to encourage and inspire.

THE BRAND STORY
All children struggle with something, and that’s a beautiful thing. It’s how we grow into full human beings who can cope with the ups and downs of everyday life. But to some children, particular struggles get in the way of life. So how do we help them best?

After years of research and clinical work with different intervention models, we believe in using the tool that’s the most joyous and intuitive to children: Play. Because while some may think of play as disconnected from the real world, the opposite is true. It’s an activity children seek out to make sense of the world and build the skills essential to thrive in it.

As the leading learning centre for play-based therapy using LEGO®, we are dedicated to sharing best practices, new research and professional training to help children worldwide struggling with communication and social interaction.

— All children love to play. So, let’s build on that, brick by brick!

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