We are Hiring!
Every Day Plaey
In Good Company / Mate Act Now
2530 Aztec West
Beyond the Bricks and Mortar
330 Bleecker St, NY.
Create Don’t Hate
Graphic Collisions™
Open Too Close
Team Work Makes The Dream Work!
What's in a name?
Vive Le Nord!
Plaey Look (Book) 001
Ute - WYIPA*
AUS Music - All Night Long
Move D - Building Bridges
Everyday Extraordinary
Haus Party!
You + Me = Us
Time Travels in Tin
Born The Year Evel Knievel Died
Studio.Build / Skate.Board
The Truth
To Have and To Hold
The Great York Bunny Search
Useful/Beautiful: Why Craft Matters
#Build_Archives - Print Process
Public Rec, Details Matter
10 years. 3,650 days. 87,600 hours. 5,256,000 minutes
The History of Graphic Design Vol.2
Pies, Beers & Ideas
Disrupt! Design Manchester 18!
Viva Letraset!
Opinion: Double.You, Double.You, Double.You Dot
Rams, from an email to the big screen
Soft Power for Tej Chauhan
Animal A—Z Puzzle
Note.Book Competition
Opinion: Bespoke Typography
Typographic identity with attitude for Three Six Zero
Development work for Nike Track + Field '18
D&AD Pencil for Paper Wraps Stone
Multi-Style identity for Tej Chauhan
Rams Limited-Edition Poster
Crafted for Colours May Vary
In the Making - Abu Dhabi
Computer Arts - UK's Top 50 Design Studios
Orgasm Addict Reframed
Opinion: One Year in Leeds!
E17 Refresh
Simple. Playful. Modular — Work as Plaey!
Create Don’t Hate

We are delighted to announce that we’ve added global social media giant, Instagram to our list of clientele, working with their in-house creative team on their anti-bullying initiative Create Don’t Hate.

We worked alongside Anomaly London who worked on the messaging and strategy throughout, to communicate the campaign through a series of empowering graphics. 

Inspired by DIY protest graphics, we created the official ‘Create Don’t Hate’ sticker, which lives in the Instagram app. Created with bespoke hand-drawn typography, the sticker was designed to be direct and full of attitude, to appeal to teenagers- the campaigns main target audience. 

A core part of the brief was that the sticker could not be weaponised and turned into a negative - which could flip the anti-bullying campaign on its head. To do this, we worked very closely with Anomaly London to ensure that the messaging was not only right but could work within the language of the internet. 

The sticker uses a new Instagram gradient, created by our design team which was designed specifically for the anti-bullying campaign. As colour is such a powerful tool in communication and brand recognition, we focused on colours that allowed the anti-bullying campaign to have its own identity, while being firmly part of the Instagram brand family. 

The final palette of blue, pink and peach was chosen to represent three key attributes of security, love and peace. Peach is a new addition to the Instagram colour family, giving the new gradient its own distinct personality, and which differentiates the ‘Create Don’t Hate ‘campaign from other Instagram campaigns

The work was then wrapped up into the Create Don’t Hate brand guidelines- used to roll out the campaign further. It’s been great to see the sticker in use at events and in the incredible hero spots, directed by Young Replicant, produced by Pulse Films, with post production by No.8. 

We really wanted to create something that the whole Instagram community could get behind- regardless of culture, religion, gender and politics. Bullying is obviously a negative thing, so the main challenge of this project was to create a mark that could be used positively as a mark of defiance. It’s fantastic to see it being rolled out across the platform, and beyond.


See the project in full now!