Kāpiti Coast District Council


Brand & Communication Design, Graphic & Digital Design, Identity Design, Social Media, Environmental Design, Naming, Iconography


How do you get people outside to play? That’s what Kāpiti Coast District Council asked Wonderlab. They wanted to promote outdoor fun for everyone, and provide toys for families that could be enjoyed in the various local parks. The programme had to be attractive to all abilities – not just sport lovers. It had to advertise exploration and energy. We worked in close collaboration to help them name and develop a brand identity that would be eye catching on social media and in the real world.

The project

Create a family fun visual identity that can scale up from a tiny phone screen to a large mobile trailer.

Word play

What’s in a name? It’s the immediate opportunity to describe exactly what your purpose is. So it’s rather important to get it right. After many alternatives and much discussion an english umbrella brand name (Find Your Play), and Te Reo name for a children’s mobile play trailer (Waka Kori) were chosen.

Picture play

The real world and the social media world require different visual sensitivities to remain effective. Environmental graphics need to be bold but can handle more detail than a social media post on a phone. We choose bright colours and a combination of photography and iconography to make sure all worlds had impact.

Find your play!

We supplied a suite of brand elements so interested parties could find their play and promote it. From the child-focused trailer design and display flags through to the adult-focused social media posts and identity elements. Everyone and everything was considered and provided for.

Check out out other projects for Kāpiti Coast District Council:

Public Engagement Campaign  |  Digital Media Housing Help  |  Design for Families   |  Social Engagement | Identity Toolkit

The Wonderlab Long Read on: Branding for signage and more (Wellington)

Why branding to a younger audience is different.

It’s important for businesses to understand their target audience in order to create an effective brand. When designing a brand targeted towards families, there are several key elements to consider. 

• Put yourself in the shoes of your customer. As you write, use language that is accessible and relatable. Your goal should be to create content that speaks directly to the needs of your family customers. Avoid jargon or technical terminology in favor of clear, concise language that will engage readers from a variety of age groups. 

• Ensure that your brand reflects the values and goals of your target family demographic. Consider how the images and messages that you convey affects your brand perception. Families often prioritize safety, security, and stability when looking for products or services, so make sure to emphasize these qualities in your branding. 

• Pay attention to usability. Designing a brand website with children in mind means making it easy to navigate and user-friendly. Keep page layouts and online forms simple and straightforward. Additionally, make sure loading times are minimal and all pages are secured with up-to-date encryption software. 

• Think about customization options and features that appeal to families. Small details such as personalization tools or family discount offers can go a long way in providing value to the customer experience. Offer discounts on family packages or provide selections tailored for parents and kids. 

  Pay special attention to customer feedback and reviews. It’s essential to stay informed about the sentiment of your target demographic so that you can continually adjust your brand accordingly. Respond promptly to customer inquiries and remain open-minded when it comes to suggestions and criticism. 

When executed properly, a successful brand can bring a great value to a business by creating trust and loyalty amongst its customers. By taking into consideration the important points outlined above, businesses can design a brand that resonates with the family demographic and ultimately leads to success.