Birdie Childcare

Identity of Birdie, a parent-focused childcare app aimed at the parent community, addressing the symbiotic relationship between parent health and child well-being.

BIRDIE 2022

CATEGORY/ Childcare

Brand Development & Strategy

Visual Identity

Creative Direction

Social + Digital Templates

Parents have never had more pressure on them.

In 2020, the world went through a global experience that flipped life upside down; the family unit was one of the most impacted. Parents were left with the overwhelming task of raising and educating children alone, while the demands of career, money, family and life continued. The result was skyrocketing rates of parental burnout, care drain + loneliness.

Birdie, a childcare app that launched in 2017, brought the experience and technology. Already launched and in 9 markets, all that was left was to build a brand that connected with parents; a demographic who are overwhelmed but face an unspoken criticism that they are “outsourcing parenting duties” when they get help.

On the surface, Birdie is about kids. But at its core Birdie is about parent health. It’s about lightening the mental load, ensuring due diligence and safety is taken care of, and giving parents access to support.

“We are helping take care of parents so they can take care of family.”

With parents at the heart of this project, we unearthed their pain points (the vulnerability of bringing in a sitter, on top of time and energy to find the right one) and what value-add looks like for them (a thoroughly vetted network). We paired this with a strategy around session types and schedule options, so parents can find solutions that work best for their family.

The visual identity was built to support that first and foremost, Birdie is a narrative brand. We chose a minimal colour palette with strong typography and graphical elements, balanced with a pillar logo that doesn’t distract from Birdie’s strong statements.The imagery⸺a documentary style photography⸺represents real life, unstaged.

The work of taking care of parents is not done. But while Birdie continues their growth across Canada and into the US, we expect them to out-perform the market, while creating waves with a brand that centers them and their narrative.

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