Case Study
Redefining cultural cool with Concrete Playground
Delivering curated cultural content to style-conscious readers in Australia and New Zealand, Concrete Playground is the definitive guide to what's on, hot and happening. We worked in a strategic partnership with Concrete Playground to reposition the brand and bring it to life online.


Brand Strategy
Digital Strategy
Sitemaps & Wireframes
Brand Design


The 20th Annual Webby Awards
Cultural Website – Finalist

AGDA Design Awards
Best Website – Winner

Design Institute of New Zealand Best Design Awards
Best Interactive Design – Finalist

Desktop CREATE Awards
Australian Website of the Year – Winner

Over 1 million visits each month and 100,000+ Facebook likes.
My Playground
Tailored functionality will allow users to customise their experience to individual tastes, building their own cultural collage.
Media Kit
Concrete Playground brings curated cultural content to style-conscious readers in Australia and New Zealand. Navigation systems encourage exploration.
Our strategic partnership with Concrete Playground has seen us working on targeted client promotions, including collaborations with Mazda, Sonos and Nescafe.
Rich Fogarty
Founder & Director
“This is amazing. We absolutely love the work you guys have done here. So considered, so much better than anything out there.”

Project information

Reviewing the latest in urban culture, Concrete Playground is cosmopolitan and chic; it’s the go-to guide for a daily audience in the thousands. We repositioned the brand, bringing maturity and authority to its visual language, presenting a digital cityscape as rich as its content.

Site UX and navigation was strategically designed to simultaneously encourage exploration, while providing a direct route for those with a destination in mind. Supported by a tailored suite of email communications, Concrete Playground has experienced exponential growth since launch.