Parent Scheme
The illustration-led platform for working parents
digital
illustration
infographic
Becoming a parent brings challenges from admin and childcare to career growth. Parent Scheme set out to create an inclusive online platform where employers and employees can explore resources, plan their journey, and track progress. The brand identity needed to feel relatable, supportive, and grounded in real experiences.
The brand identity was shaped by real stories from working parents and research into the everyday objects that defines their routines. These illustrations became the core visual language, focusing on the realities of parenthood and work rather than appearances or labels.
Built around five key topics; Lifecycle, Wellbeing, Childcare, Career, and Admin, illustration helped visualise a wide range of situations and conversations, playful and complex. From product visuals to promotional assets, social clips, and explainer videos, illustration tied the brand together.
The platform was designed to feel interactive and personal, not just informational. Features like note-taking and coaching video calls were concepted and prototyped, ready for development.
Some topics, particularly legal ones, were complex. Long-form content was transformed into animated explainer and bitesize videos, giving users an introduction to each topic before exploring deeper.
Parent Scheme evolved from a self-serve platform into a broader support service, expanding into workshops, coaching, and a tailored digital experience for working parents.
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