How can you make a project about forgotten toys memorable? Using a playful, yet bold, brand identity, custom illustrations, minimal and strong typography and bold colors, is always a good idea.

The Forgotten Toys Project is an online space, specialized in the collection, maintenance and re-sell of vintage toys, memorabilia, and vintage collectibles as well as an online community that shares news and tips on the hobby of vintage toy collecting. The toys are provided by local and international thrift stores, vintage stores and resellers.
For the The Forgotten Toys Project a custom brand identity was created that included a logo, custom stationery, custom thank-you note, envelopes, stickers, custom tape, t-shirts, pins etc. The brand identity and logo are legible, minimal, high in contrast with a playful attitude that pays an homage to vintage design, perfectly aligned with the concept of vintage toy collecting.

The logo represents the massive story of the brand owner, who is a refugee after the Turkish invasion war of Cyprus in 1974. The robot toy, as they were fleeing from the invaders, was the only toy that survived and was brought into the camps of the refugees. Nowadays, the toy still exists and it was the initial companion who helped the owner of the brand survive the harsh conditions as well as initiated the idea of the brand. The robots eyes can be seen throughout the entire brand identity creating a consistent playful look to all of its elements

In addition, a complementary to the brand website/online shop has been developed with a playful and brand oriented character. A fully custom design that is simple, modern, and filled with the brand’s illustrations and imagery designed to be fully responsive on all devices. The shop section serves a clean way to learn and discover more information for toys end memorabilia as well as the community section is a place for sharing tips & tricks, fun facts and user written toy stories.

Bold typography and colors as well as a combination of modern and playful illustrations are featured on the website to create a fun and unique personality. One of the most important challenges was to initiate to the user the urge to explore. Therefore each part of the website was designed with some new information and elements that attract the viewer to discover. One of the main challenges of the User experience and the websites usability is to be able to navigate it easily and to be simple to complete tasks with effectiveness and efficiency. Information architecture was highly considered as the user needs to be able to experience a journey throughout the website, delivered to him/her the right information in the right order to feel familiar with the brand. CTA and buttons are simple and easy to distinguish. Creativity: One of the key elements The Forgotten Toys Project brand creativity. The website is full of unique and playful catchphrases and illustrations initiating a friendly approach to the user as well as the design is clean and simple. Under the bold colors, typography and illustration the website is using a basic grid. Solving problem in a creative way and communicating ideas in a fun way was taken into consideration and this can be seen from how the information are delivered to the user. The Forgotten Toys Project is not only an online space for buying and selling Vintage Toys and memorabilia but its also a space where collectors can find information about each toy, as the platform wants to also create an archive for vintage toys and memorabilia. In addition, In the community section of the website the user can find blog posts with general information about history, ideas and more on regards the hobby of vintage toy collecting. Toy Stories are personal user submitted stories that describe experiences or even stories that are related to the hobby, The fun fact section is also a community-based space as the user can easily read fun facts.