Phoenix Play, building a brand where stories can grow.
Phoenix Play designs and delivers innovative playground environments for schools, SEND settings, and commercial settings. They focus on creating inclusive, engaging spaces that support learning, development, and play for children of all abilities.
The challenge.
Phoenix Play approached Fiora with a clear ambition: to develop a refreshed brand identity that reflected their expertise in delivering innovative playground solutions for schools, SEND settings, and commercial environments.
But this wasn't just about naming or visual identity. The challenge was deeper, to capture the true value of what Phoenix Play delivers. Not just playgrounds, but meaningful environments that support learning, inclusion, and development. The brand needed to resonate with multiple audiences, from educators and local authorities to parents and, ultimately and most importantly, the children themselves.
The insight.
Through stakeholder interviews, discovery, and research into both the team's work and the wider category, a powerful truth emerged.
The people behind Phoenix Play aren't simply building structures – they're driven by the impact those spaces have on our children's lives.
They spoke with energy about:
- Giving children freedom to explore
- Creating spaces that encourage autonomy and imagination
- Supporting teachers in delivering curriculum-led learning through play
- Designing environments where every child, regardless of ability, can participate
At its core, Phoenix Play is about enabling transformation through play. This shifted the focus of the brand from products to outcomes, from equipment to experience.
The approach.
Fiora worked closely with the Phoenix Play team to translate the insight into a compelling brand platform.
We explored multiple creative directions, testing how the brand could balance:
- Educational credibility
- Emotional resonance
- Energy and imagination
A key breakthrough came through the development of a simple but powerful visual idea: two stylised speech bubbles.
The device became symbolic of:
- Children's voices
- Imagination and storytelling
- Interaction, learning and shared experiences
From here, the identity system deepened. The speech bubbles were abstracted and carefully crafted to form a distinctive 'P' creating a logo that is not just a letterform, but a layered expression of the brand's purpose.
By embedding the idea of dialogue and storytelling directly into the mark, the logo becomes a container for children's narratives. It reflects a world seen from their perspective where ideas are shared, stories unfold, and imagination takes shape. This fusion of symbol and structure allowed the brand to move beyond a traditional identity. Instead, it became a living expression of what Phoenix Play enables: a space where children can explore, express themselves, and grow.
The brand idea.
From this foundation, the central idea emerged:
"Stories start here..."
This line reframed the playground as more than a physical space – it positioned it as the beginning of every child's journey.
Every installation becomes:
- A place where confidence is built
- Where friendships are formed
- Where curiosity turns into learning
The brand language, tone, and visual identity were all designed to bring this to life – energetic, optimistic, and rooted in real impact.
The outcome.
The result is a brand that reflects both the purpose and ambition of Phoenix Play. It captures their belief that:
"We don't just build playgrounds, we help shape futures."
The identity provides a versatile platform that:
- Speaks to educators and decision-makers with clarity and credibility
- Engages children through imagination and storytelling
- Showcases the real-world impact of every project
Most importantly, it creates space for the stories that matter most – the ones children create through play.
Brand in action.
Phoenix Play now communicates a clear and compelling proposition:
- Designed for learning.
- Built to last.
- Made for every child.
With a consultative approach, deep expertise in education, and a commitment to inclusive design, the brand supports their mission to create outdoor spaces that truly transform how children learn, play, and grow.
