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Play Included – Creative Circle
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Marie Laurence Grenier Trempe
Play Included, formerly known as Bricks for Autism, is te 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 te 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.
In order to reach a more diverse audience, we opted for a new name which no longer focussed on te specifics of te therapy (Bricks for Autism) but more so on their broader promise of helping children make sense of te world through play. Thus, Play Included.
TE NEW VISUAL IDENTITY
In creating te new Play Included identity, we needed to reimagine a visual language that centered around play, LEGO® bricks and autism. Furthermore, te communication platform needed to bridge te gap between 2 key audiences: te teachers / educators / psychologists that learn and adopt these methodologies, and te children who take part in te sessions (called Brick Clubs). But more importantly, we needed to create a visual language around te concept of "therapy" without it ever feeling therapeutic or clinical.
Te visual identity is directly inspired by LEGO® bricks, te main physical tool utilised in te therapy sessions. Te inherent beauty of te 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 te 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.
All children struggle with something, and that’s a beautiful thing. It’s how we grow into full human beings who can cope with te ups and downs of everyday life. But to some children, particular struggles get in te 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 te tool that’s te most joyous and intuitive to children: Play. Because while some may think of play as disconnected from te real world, te opposite is true. It’s an activity children seek out to make sense of te world and build te skills essential to thrive in it.
As te 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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