Maggie

Brief

WINNER – Good Design Awards 2025

Maggie was created by two passionate mums who understood firsthand the daily pressures of parenting—and what tools they wished existed. Their lived experience shaped every aspect of the app’s development: from a brand that feels warm and non-judgmental to an interface designed for one-handed, sleep-deprived scrolling.

Take a look at their instagram!

Scope of works

Brand Identity
Graphic Design
Creative Strategy
Art Direction
Digital Design
Animation

A stack of six purple shipping boxes with a seventh leaning against them, featuring ghost patterns and text for a personalised property marketing campaign adapting in real time.

Blue plastic lunchbox with the repeated text NOM in yellow and orange on the lid, personalised with the name Maggie and the phrase May Contain Bribes, showcasing a personalised property marketing campaign adapting in real time.

An open purple box with whimsical line drawings on the interior flap and yellow tissue paper secured with a branded sticker for a personalised property marketing campaign.

Solution

Prioritising usability, the app allows parents to find relevant parks or activities within a few taps, with filters to suit different ages and needs. Rather than adding more admin, Maggie reduces friction in decision-making. Its thoughtful design and playful tone offer not just practical support, but small, joyful moments along the way.

The Maggie brand celebrates the chaos of parenting (because let’s be real, it’s not always like a parent influencer’s “day in the life”). Packed with charm and humour, Maggie is here to support parents through the messiest, loveliest, hardest job they’ll ever have.⁠

A young child in a pink jumper hides behind an adult’s legs amid floating illustrations of building bricks and a morning timetable, symbolising a personalised property marketing campaign adapting in real-time.

A hand holds a mobile phone displaying the name MAGGIE, whilst a second hand reaches towards the screen against a cloudy sky, illustrating a personalised property marketing campaign adapting in real time.

Three smartphones layered over each other, displaying a mobile app interface for personalised property marketing campaigns, local children’s activities, maps, and event details.

Three smartphones displaying a community activity app interface, featuring a homepage with event categories, a map view, and a detail page for a library story time event as part of a personalised property marketing campaign.

Three posters from Maggie featuring colourful text and sticker-style illustrations of toys, snacks, and clothing, designed for a personalised property marketing campaign adapting in real-time for parents in Kew, Fitzroy, and Tamarama.

A hand holds a smartphone displaying a personalised property marketing campaign on a landing page titled Turn Chaos Into Chuckles With Maggie!, featuring download buttons for the Apple App Store and Google Play.

A purple tote bag featuring the name MAGGIE in a repeating pink block font, part of a personalised property marketing campaign.

Close-up of an iPhone screen showing a home screen with various app icons, including a purple Maggie app, reflecting a personalised property marketing campaign adapting in real-time against a purple background.

A smartphone floating against a blue background with the word maccie displayed on its pink screen, highlighting a personalised property marketing campaign.

TEAM

Client

Maggie
Branding

Studio White Noise (obviously)

Mel Yeo

Andreas Pranoto

Claudia Boman
Web Design & Build

Alejandro Mejias
App Build

James Davenport

Wilbert Tham