NUBO has developed a new concept in children/u2019s 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./u00a0The brand philosophy is built around the notion of exercising your imagination while celebrating the/u00a0uncomplicated/u00a0innocence of children. Authors embarked on a comprehensive strategic phase to arrive at the idea of /u201cpure enjoyment/u201d and to develop the naming./u00a0 These insights were instrumental in the architectural design of the new play experience and directly informed how the brand was expressed throughout the space.