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Play Braam | Restoring Clarity Across a Multi-Space Precinct
Location
73 Juta St, Braamfontein, Johannesburg, 2001
Role
Creative Team / Creative Direction
Executive Summary
Play Braam is one of Johannesburg’s most influential creative precincts, home to multiple iconic venues.
Boring Co. stepped in as the creative team, restoring brand clarity, consistency, and momentum across platforms, spaces, and audiences.
Instagram Account
Key Outcomes
- Consistent, active presence across Play Braam’s digital platforms
- Increased foot traffic to newer venues within the precinct
- Improved event awareness and ticket momentum
- Clearer brand direction and voice across all spaces
- Stronger engagement across email and social channels
- Growth in positive Google reviews and audience sentiment
Play Braam operates a diverse and growing portfolio of spaces, each with its own voice, audience, and cultural role within the precinct. As the portfolio expanded, marketing responsibilities became increasingly stretched, making it difficult to maintain consistency, brand discipline, and momentum across platforms.
The challenge was not a lack of vision or ambition. It was scale, and the need for a dedicated creative team that could hold the bigger picture while still respecting the individuality of each space.
Boring Co. stepped in as the creative team, taking responsibility for restoring clarity across the ecosystem. We led creative direction across the precinct, refining brand voice, enforcing visual consistency, and shaping how each space showed up across content, social media, and communications.
Our role was to bring structure and cohesion back to Play Braam’s presence, strengthening the collective identity of the precinct while ensuring each venue retained its own character and relevance.
