Image Credit : Michelle Young
Project Overview
The aim of NUBO is to steer away from the typical play centre clichés of bright colours, plastic toys and computer screens and instead to promote a sense of ‘pure play’ through a beautiful, clean and considered space where parents and children can interact during the entire play process.
NUBO’s environment offers a range of elements and tools to nurture healthy minds, bodies and spirits. Features include a library woven around a giant hot air balloon where kids can curl up to read their favourite book; a building room full of Big Blue Blocks, MagFormers and Kaleido Gears; a zone for active play including a giant climbing frame where little ones can slide, climb and hide; the Nubo Café with an emphasis on healthy, wholesome food made fresh to order; a range of children’s master classes including cooking, art, music and coding; and facilitated play sessions.
Project Commissioner
Project Creator
Team
Architects and Interior Design – PAL Design Group, Joey Ho – Design Partner, Patrick Leung – Design Partner
Group Creative Director: Anthony Donovan
Senior Designer: Alex Dalmau
Junior Designer: Kieran Mistry
Client Services Director: Emma Stone
Design Account Director: Max Delplanque
Strategy Director: Catriona Burgess
Strategist: Jeanne Ogilvie
Project Brief
Working in collaboration PAL Design Architects, we were commissioned to work on a new concept in children’s play spaces that is understood to be the first of its kind in Australia. Built around early childhood best practices through the lense of play, NUBO supports play and educational growth through exploration and connection. The new centre in Sydney’s Alexandria, is suitable for children 0-10 years. The brief involved strategy, identity, branded collateral and promotional items; signage and environmental design across the 768sqm floor space, and the design and development of the NUBO website.
Project Innovation/Need
To effectively articulate the notion of ‘pure play’, the concept needed to be anchored by a core idea. We started with naming. Nubo translates as ‘cloud’ in Esperanto. The notion of cloud gazing became central to the ideation process. The singular idea – of exercising the imagination - informed the architectural design concept, steered the direction of the brand identity and fed into the signage strategy. The logo utilises the ‘B’ as a cloud device, carried illustratively across all brand touch points. The outcome is a stunningly simple and versatile brand expression that speaks directly to the audience.
Design Challenge
To articulate the notion of ‘pure play’ in a way that could resonate with both parents and children, the concept needed to be anchored by a core creative idea.
We started with naming. The word Nubo translates as ‘cloud’ in Esperanto, a language invented in the late 1870’s to foster harmony between people from different countries. The creative idea itself was inspired by the brand name.
The notion of cloud gazing became central to the ideation process. The singular idea – of exercising the imagination - informed the architectural design concept, while also steering the direction of the brand identity and feeding into the branded environment signage strategy.
The logo utilises the ‘B’ as a cloud device, and this is carried across all brand touch points and integrated into the illustration style. The outcome is a childlike, stunningly simple and versatile brand expression that speaks directly to the audience and is unquestionably consistent with the brand’s intent.
Effectiveness
“Working with Joey Ho and the Frost*collective team has been an exciting and enriching experience. The outcome is quite stunning and we have already received incredibly positive feedback from parents and children who have visited”
Mollie Li - Chief Imagination Officer, Nubo
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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