we+Vinci Play

Vinci Play designs and manufactures playgrounds for over 50 countries, creating safe, creative spaces for millions of children around the world. Our task was to deliver a comprehensive rebrand – from communication strategy to visual identity and marketing materials. The goal was to build a bold brand that would set Vinci Play apart from the competition and put the spotlight on what matters most in a playground: joy, energy and children’s imagination.

Brief

While the products themselves were excellent, the visual identity and marketing materials needed more personality. Like its competitors, Vinci Play was focused on the technical side of playground equipment: materials, sizes and safety features. These things matter, but customers — architects, cities, schools – are buying something more. They’re buying emotion, experience and the joy of play.

Exploration

We began with research, analysing materials from competing companies. The next step was developing moodboards capturing the emotions and ideas we wanted to aim for. Building on the strategy we’d developed, we created several alternative creative directions, each presenting a different possible interpretation of the brand’s new identity.

Solution

The new brand identity is built on a combination of purple and yellow, soft, rounded typography, and playful, curved shapes. Photography became a key element of the brand’s communication. We developed style guidelines for photography that capture not just the equipment, but above all the experience of using it — the energy, laughter and dynamism of the playground. We repositioned Vinci Play on the market playing field, shifting the focus from technical specs to the pure joy and excitement of play.

Collection logotypes

Vinci Play’s portfolio includes over 20 collections of playground equipment. For each one, we designed a logotype that creatively reflects the collection’s name and product range, while still fitting within the overall identity system.

Brand hero

Using the characteristic shapes from the visual identity, we created a brand hero — a set of animated characters embodying the spirit of the brand. Cheerful, energetic and slightly mischievous, these characters became a natural extension of Vinci Play’s visual identity.

Product catalogues

An important part of the brand’s communication became the catalogues showcasing Vinci Play’s equipment collections. Our goal was to create materials that not only present the products, but also capture the brand’s character and the energy of children’s play.

Trade fair stand designs

Over our long-standing collaboration with the brand, we’ve designed numerous immersive spaces to promote Vinci Play at industry events. We always focus on creating engaging spaces through solutions that capture visitors’ attention.

Sample box for architects

For architects and urban space professionals, we designed a sample book of materials, colors, and finishes for Vinci Play playground elements — elegant, yet clear in presentation. Since all the materials weigh several kilograms, we split them into compact components that can be taken to meetings independently. We rounded out the whole thing with humorous taglines in the spirit of the brand.

Promotional gadgets

We also designed a series of original promotional gadgets, featuring witty copy rooted in the brand’s core values, such as fun and joy.

When creating the newsletter for Vinci Play, we focused on communication full of energy. News and promotions were presented in a light, joyful way that boosts audience engagement.

Great projects deserve a great setting

Vinci Play created a unique collection of custom-designed structures, tailored to individual client needs, transforming playgrounds into true adventure spaces. Our task was to make this series stand out in the brand’s communication and give it a distinctive style. We developed a dedicated visual identity and promotional materials that highlight the scale, uniqueness and spectacular character of these new structures.

Testimonial

Paweł Chodkowski, CEO of Vinci Play

“We’ve been working with We Design since 2018, and they’ve played a key role in our success. They didn’t just create graphics; they helped us build an iconic brand that stands out in a crowded market. We’re grateful for their strategic approach and understanding of our target audience. Thanks to them, we’ve built a lasting connection with our customers, and our brand keeps evolving while staying true to its unique style.”