We started by inventorying how four Intertoys shops introduced the Go Play concept, each in their own way. Intertoys also provided us with all of their existing materials, including their 2020 brand book and the new Go Play brand book. Our insights revealed that Go Play was a stand-alone concept, but the real Intertoys feeling was missing. Color, fun, friendliness. We restyled the visual identity that had already been developed and added a touch of emotion, matching it perfectly to their brand identity and brand values. We did the same for all of their resources: from shops to wrapping paper and from website to social media. A powerful brand with a perfect image was born. The formats we had developed were compiled in a house-style guide book, and are available for everyone to use.