UEFA set out to launch Play Games, a new programme and progression of UEFA Playmakers, developed in partnership with Disney. Designed for girls aged 5–12, Play Games needed to support the next stage of grassroots football by helping players build confidence, skills and enjoyment through playful, game-based learning rather than traditional drills.

Frame was tasked with creating a full brand identity, thorough guidelines and teaching tools that aligned visually with UEFA Playmakers while feeling distinct and more mature, reflecting the next step for girls continuing their football journey.