Project Overview
Maggie is a free app designed to support parents by connecting them with local parks, free community activities, and soon, flexible childcare options. Created to alleviate the mental load of parenting, Maggie gives time back to families — one moment, one decision, one tap at a time. The visual identity is approachable yet confident, designed to feel like a friendly helping hand. Playful, clear and non-judgmental, it reflects the real-life experiences of the people it's built for: overwhelmed, time-poor parents who just need things to be easier.
Project Commissioner
Project Creator
Team
Mel Yeo Lead Designer
Andreas Pranoto Creative Director
Ross Karabelas Director
Wilbert Tham App Developer
James Davenport App Developer
Eimear Colleran Maggie co-founder
Olivia Luker Maggie co-founder
Project Brief
The brief was to create a brand and app experience that felt like a quiet support system — something helpful, clear, and always available without overwhelming the user. Visually, it needed to be fun and informative, with a distinctly digital feel that didn’t veer too techy or impersonal. The tone had to strike a careful balance: smart but not clinical, simple without being reductive, and humorous without undermining trust. Designed with time-poor parents in mind, the brand needed to instantly convey ease, clarity, and a sense of relief, like a tool made by people who truly understand what modern parenting feels like.
Project Innovation/Need
Maggie responds to a growing need for mental wellbeing, flexible care, and accessible support for families. With Australia’s childcare system under pressure, from rising costs to long waitlists, many parents are left without reliable options. Maggie meets this moment by simplifying the everyday: helping families discover nearby parks and free activities, with a future goal of listing last-minute, discounted childcare. The app’s design centres on inclusivity and reach, making a small but meaningful difference in daily life. It’s not just a platform — it’s peace of mind, in your pocket.
Design Challenge
Designing for parents means designing for real life — often on the move, one-handed, and half-asleep. Maggie needed to be intuitive and visually comforting, while also credible enough to support a childcare service. Visually, the identity is warm and relaxed, using rounded forms, gentle motion, and a sunny palette to create a calm user experience. The tone avoids overwhelm and guilt, instead offering clarity and kindness. The brand system also had to stretch: it needed to express play and spontaneity in early features (parks, events), while scaling into a credible service model for care bookings.
Effectiveness
Maggie was created by two mums who understood firsthand the daily pressure points of parenting and designed the tool they wished existed. That lived experience shaped every decision, from tone of voice to user flow. The result is an app that feels like a quiet companion: warm, non-judgmental, and incredibly simple to use. Every element is designed for real life — one-handed, sleep-deprived scrolling; filters that work fast; maps and activities that feel relevant and reassuring.
Rather than adding another layer of admin, Maggie reduces friction and offers clarity. It helps parents make decisions quickly — whether they’re looking for a nearby park, a free local activity, or, soon, a flexible childcare option.
The app’s tone and visual identity also do heavy lifting. With a voice that’s supportive but never saccharine, and a design that feels digital-first without being overly “techy,” the brand builds trust and approachability. It encourages joy and ease — important, often-overlooked feelings in early parenthood.
Importantly, Maggie’s impact goes beyond the day-to-day. Future updates will allow childcare centres to list last-minute vacancies, helping parents access discounted, flexible care while reducing waste within the system. This dual benefit addresses both cost and access in a sector under strain, turning a simple app into a tool with powerful, scalable potential.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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