NUBO has developed a new concept in children’s play centres, enabling self-learning through connection and play. Frost Collective was collaborating with NUBO and architects Joey Ho and Patrick Leung from PAL Design Architects to create a brand to express an engaged play experience that helps children and families explore, connect, and learn. The brand philosophy is built around the notion of exercising your imagination while celebrating the uncomplicated innocence of children. Authors embarked on a comprehensive strategic phase to arrive at the idea of “pure enjoyment” and to develop the naming. These insights were instrumental in the architectural design of the new play experience and directly informed how the brand was expressed throughout the space.