Whether it's fake blood, zombie make-up, or just dressing up, Halloween is a time for play. When Linda Barry was here last month, she talked about the importance of play as an inspiration source. To encourage the second years to incorporate play into their design practise, I added a special Halloween assignment to the Brand Identity course. The task was to create a piece of headwear representing the company they are currently rebranding. Alex was voted the winner. His simple solution paired a diaper and rubber boots to create a water-repellent, ear warming hat: an effective representation of the product benefits of Stonz kids' accessories. Runner-up Emily constructed a headdress to represent The Brewery Creek Liquor Store. Her creation evoked her target audience: the headwear sporting Main St. hipsters, recognised by their over-size glasses, facial hair and of course, love of craft beer!