Can Play Adapted Programs – Laying the Brand Foundation for National Licensing

Can Play has long been a trusted provider of inclusive recreation programs, serving thousands of youth across central Iowa who face financial, physical, cognitive, emotional, or chronic health barriers to play. Their mission is clear: Where Play Has No Limits.

As demand for inclusive recreation grew, so did Can Play’s vision. The nonprofit was ready to scale impact beyond Iowa by licensing their adaptive programming to communities nationwide. But to grow with integrity and purpose, they needed to understand who they were at their core—and how to clearly and confidently communicate that identity to new partners and markets.

Can Play faced a pivotal challenge: evolve their brand from a local program provider into a national thought leader in adaptive play, without losing the authenticity that made them trusted at home.

Fajen Consulting led Can Play through a strategic brand transformation rooted in brand research and discovery. The engagement began with a full brand audit and an interactive brand archetype workshop to clarify the organization’s personality, core values, and unique positioning in the nonprofit recreation space.

From that foundation, we built a comprehensive brand messaging hierarchy that unified internal stakeholders and set the stage for external promotion. Key deliverables included:

• Clear, purpose-driven brand messaging for national audiences

• Strategic content and messaging to support licensing program launch

• A new website that publicly positioned Can Play as a licensing provider

• A secure training portal with videos, onboarding resources, and program support materials for licensees

The final result was a brand identity that reflected Can Play’s inclusive spirit while supporting a scalable, revenue-generating model. With the tools to inspire, train, and support partners across the country, Can Play can now bring their mission—Where Play Has No Limits—to every community ready to adapt.