BeyondPlay Kidztown & Sensory Cove is the first inclusive indoor play center in Simcoe, Ontario, designed for both neurodivergent and neurotypical children. Founded by Dr. Bola, a medical doctor and child development advocate, BeyondPlay was created to fill a critical gap in play-based learning and social inclusion.

Dr. Bola was inspired to start BeyondPlay after struggling to find spaces that accommodated both neurodivergent and neurotypical children, including her own son with autism. Most play centers weren’t built for children with sensory sensitivities, while neurotypical children had few opportunities to learn how to engage with their neurodiverse peers.

BeyondPlay bridges this gap, creating a space where all children can grow, learn, and play together in an environment tailored to their needs. It also provides a welcoming space for parents and caregivers, fostering a community that understands and supports their journey.

The Challenge

The biggest challenge was ensuring the brand’s messaging communicated balance. BeyondPlay wasn’t just for neurodivergent children. It wasn’t just for neurotypical children. It was for both, equally. The messaging needed to emphasize that BeyondPlay was a space where all children could develop essential life skills through expert-led play while reinforcing that parents would feel welcome, understood, and supported.

BeyondPlay also needed to stand out as a first-of-its-kind play center in Simcoe. There were no other spaces in the region (and very few worldwide) that combined sensory-friendly design, STEM-based learning, structured social play, and a true sense of community for all families for both Neurodiverse and NeurotypicalChildren. The brand needed to establish BeyondPlay as more than just a play center. It was a movement toward a more inclusive world.

My Role: Leading the Brand from Concept to Launch

Dr. Bola hired me as the Brand Strategist for BeyondPlay. It was a deeply personal project for me because I believed in her vision that every child, regardless of ability, should have the opportunity to develop intellectually, socially, and psychologically in a kind and nurturing environment.  I led the entire branding process, creating: 

• The Brand Identity Guide
• The Social Media Strategy
• The Social Media Content
• All Website Copy and Content
• All External Communication Guides
• Led the Team of Graphic, Web, Illustration, and Motion Designers

Results

• Successfully launched and positioned BeyondPlay as Simcoe’s first inclusive play center, generating strong community interest and engagement.
• Built a brand that resonated with families, caregivers, and educators, emphasizing trust, inclusion, and expert-backed play.
• Created a social media strategy that established BeyondPlay as a leader in inclusive play and built a loyal, engaged following.
• Developed a brand story that emotionally connected with parents and caregivers, reinforcing the message that BeyondPlay is for all children, neurodivergent and neurotypical alike.

Impact

BeyondPlay is changing the way families think about play. It’s proving that when children of all abilities are given the right environment, they can thrive. It’s also showing parents that they don’t have to navigate this journey alone.

This project wasn’t just about launching a brand. It was about building something that truly matters—a space where every child is met where they are, and every family feels at home. BeyondPlay is setting a new standard for inclusive play, and I’m proud to have played a role in bringing it to life.
View Beyond Play KidzTown and Sensory Cove