ThinkPlay
Who
ThinkPlay is a self-care brand fully committed to the art and ritual of journaling. Their first product, a signature journal designed to be left out, fits seamlessly into your life — part decor, part daily ritual, something that feels just as natural sitting on your coffee table as it does in your hands.
ThinkPlay isn’t a productivity brand, and it’s not exactly a wellness brand either. It exists in that sweet spot between the two — the kind of brand that just makes your life better. ThinkPlay feels like going to your favorite coffee shop on a Sunday morning, that first deep breath you take when you get home after a long work day, a fresh start wrapped up in a journal. While everything about the brand is elevated and intentional, it still feels playful and approachable, never too serious.
At its core, ThinkPlay is about transparency and authenticity. The goal is for every person who picks up a ThinkPlay journal to enter a flow state — to write freely, without judgment, letting their deepest thoughts and feelings take up space on the page.
What
I started working with Mary Kate, the founder of ThinkPlay, in the very early days — before the brand fully took shape, when the vision was still coming together. From our very first meeting, we clicked immediately (her words, not mine).
My role was to help turn her personal experience with journaling into a one-of-a-kind brand, providing strategic direction that laid the foundation for everything else. The visual identity didn’t just come from a mood board — it was built to match the feeling we wanted ThinkPlay to evoke. Every design choice was backed by strategy, tying back to that effortless, thoughtful, just a little bit playful energy that makes ThinkPlay feel like ThinkPlay.
After the branding was complete, I worked with Mary Kate to ensure she had everything she needed to bring the brand to life across every touchpoint — from packaging to marketing to the way ThinkPlay shows up in the world. Because a strong brand isn’t just about looking good — it’s about creating an experience that people connect with instantly.
Actual image from ThinkPlay’s first product photoshoot →
