Scope:
Design
Brand Concept
Brand Identity
Animation
App Design
Brand Roll-Out
Design
Brand Concept
Brand Identity
Animation
App Design
Brand Roll-Out
Maggie is an app made for mums, by mums. Think ClassPass, but for childcare. Designed to lighten the load for parents Australia wide.
The brand identity for Maggie aims to capture the unavoidable chaos of parenthood. The visual language leans into layered stickers, scribbled notes, and the everyday messiness that comes with raising children.
At the heart of the brand is Maggie herself—a playful character who appears as the “A” in the brandmark. Her expressions change depending on the context, reflecting the full spectrum of emotions. Despite the chaos, Maggie always brings a sense of humour. The brand embraces that same energy through a bold, expressive look and feel, paired with lighthearted messaging that never takes itself too seriously.
Awards:
World Design Awards Better Future—Awarded Silver 2026
Australia Design Awards Better Future—Awarded Silver 2026
Good Design Awards Winner 2025
Melbourne Design Awards Better Future—Awarded Silver 2025
The brand identity for Maggie aims to capture the unavoidable chaos of parenthood. The visual language leans into layered stickers, scribbled notes, and the everyday messiness that comes with raising children.
At the heart of the brand is Maggie herself—a playful character who appears as the “A” in the brandmark. Her expressions change depending on the context, reflecting the full spectrum of emotions. Despite the chaos, Maggie always brings a sense of humour. The brand embraces that same energy through a bold, expressive look and feel, paired with lighthearted messaging that never takes itself too seriously.
Awards:
World Design Awards Better Future—Awarded Silver 2026
Australia Design Awards Better Future—Awarded Silver 2026
Good Design Awards Winner 2025
Melbourne Design Awards Better Future—Awarded Silver 2025
Completed at:
Studio White Noise
Freelance
Studio White Noise
Freelance
In Collaboration With:
James Davenport (Developer)
Wilbert Tham (Developer)
Alejandro Mejias (Web Developer)
James Davenport (Developer)
Wilbert Tham (Developer)
Alejandro Mejias (Web Developer)
I pay my respects to the traditional and ongoing owners and custodians of the land I live and work on, the Wurundjeri people of the Kulin Nation.
I acknowledge that I live and work on land where sovereignty was never ceded. This always was and always will be Aboriginal land.