ThinkPlay

Who

ThinkPlay is a self-care brand fully committed to the art and ritual of journaling. ThinkPlay’s first product, their signature journal, is designed to be left out. The journals fit seamlessly into your life as both a piece of decor and an integral part of your self-care ritual.

ThinkPlay is not a productivity brand, and it’s not quite a wellness brand either, but it makes your life better. ThinkPlay feels like going to your favorite coffee shop on a Sunday morning — a sigh of relief, a fresh start, and a welcome home all in one. While they strive to provide an elevated journaling experience, they also feel playful and approachable.

ThinkPlay’s core values are transparency and authenticity. The hope is that while writing in a ThinkPlay journal, you will enter a flow state, feeling free to write your deepest thoughts and feelings without judging what’s on the paper.

What

I started working with Mary Kate, the founder of ThinkPlay, in the very early stages of her business when her vision was still coming together. From our very first meeting, we “clicked immediately” (her words, not mine). I provided strategic direction for the brand, helping Mary Kate turn her personal experience with journaling into a one-of-a-kind brand. The visual identity is backed by that strategy, with everything leading back to the way we wanted the brand to feel. Once our branding project was complete, I also served as a social media consultant for Mary Kate, developing a strategy to build a loyal community from zero.

Actual image from ThinkPlay’s first product photoshoot →