The Playgroup Collective

Art & Creative Direction, Brand Identity, UI/Web Design, Content Strategy

The Playgroup Collective (TPC) is a modern community play space and social hub for young children and their caregivers. I was contracted by TPC’s founder to refresh the brand and redesign a fully custom Squarespace website with a clear goal: drive higher-value conversions for summer camps and private events.

Research showed that while drop-in play drove traffic, camps and events were the main revenue drivers (and were hard to find and book, especially on mobile). I reworked the site’s structure and UI, creating dedicated pages for camps and events with simple pricing packages and prominent CTAs. The homepage features highlighted upcoming events and camps, and contact, location, and drop-in info were prominently displayed, making it easy for parents to find what they needed and drop in without hassle.

The visual identity features a clever puzzle piece “O” in “Playgroup” that doubles as a tea/coffee mug, symbolizing both play and social connection/community. Custom hand-drawn typography and soft, earthy tones strike a balance between playful and calming, creating a space that feels just as welcoming for caregivers as it is engaging for littles.

The mobile-first site delivered strong results: traffic increased nearly 28×, upcoming events sold out, and summer camp bookings doubled within the first month.