There's a better way to play
Designing an authoritative and accessible hub for safe participation resources.
Overview
ViaSport B.C., an organization whose mission is to lead the development and growth of amateur sport in B.C., sought to develop a new visual identity for its safe participation sub-brand, PlaySafe.
Our task was to create a new logo, colour palette and website design that visually represented the PlaySafe brand’s core values of inclusivity, empathy and positivity.
Project Scope
Objectives
New Brand Development
Accessible Resource Hub Website
Services
Brand Positioning
Visual Identity Development
Web Information Architecture
Website Design
Timeline
2024-2025
The Challenge
The challenge was to connect viaSport’s established position - an authoritative source for safe participation resources for organizations - with PlaySafe, whose messaging needed to be more accessible, supportive and geared towards making sport fun for a broader audience.
The Solution
To illustrate the PlaySafe mission and balance authority with accessibility, we developed a visual identity based on a stylized shield logo. This concept reflected the idea that PlaySafe’s role in safe participation awareness and education was supportive rather than prescriptive.
The shield motif also encompassed the “boundaries” concept developed in our previous PlaySafe campaign, and further connected PlaySafe to the greater viaSport brand through a similar yet expanded colour palette.
What We Did
Brand Identity & Guidelines
Combining the idea of a guiding authority with the safe participation values of respect and inclusion, the shield motif encompassed the “boundaries” concept developed in our previous PlaySafe campaign, and further connected PlaySafe to the greater viaSport brand through a similar yet expanded colour palette.
Website Design
Based on this new logo and colour palette, we re-designed the PlaySafe website to be an authoritative yet accessible hub for safe participation resources, and reflect a focus on everyday people having fun through safe participation values.
From the client
"They effortlessly turn complexity into clarity. And they’re the easiest and kindest people to work with."
Andrea Wooles
Manager, Safe Sport, viasport BC
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