Brand Design for the Launch of a Children's Play Centre

Play Valley launched as a new indoor play centre in South Yorkshire, ideally located near Manvers in Wath-Upon-Dearne, in the heart of the Dearne Valley. The brief was to develop both a name and visual identity that would feel energetic and welcoming to children, while clearly reflecting the centre’s location. The brand needed to be flexible enough to live across signage, digital platforms and in-venue experiences.

The resulting identity combined a location-inspired pictorial mark with playful typography, creating a logo that was both distinctive and rooted in place. A suite of illustrated assets (including the Play Valley twins, Joey and Jessie) introduced personality and continuity across communications, allowing the brand to engage young audiences in a cohesive and imaginative way.

The identity was implemented throughout the venue and beyond, from wayfinding and interior signage to a brochure-style website and integrated party booking system. Supporting marketing materials, social media content and membership collateral ensured a consistent presence across every touchpoint.

Since launch, the strength of the brand has supported the centre’s growth, including the opening of a second site.