Wait Mate

Starting a movement to hit pause on smartphones
Brand StrategyIdentity DesignExperience DesignImplementation

It's no secret that smartphones are harmful for young minds, but saying no to kids isn't easy. Wait Mate is a movement to let kids be kids for longer, by rallying likeminded parents together to hit pause on smartphones and extend the nourishing, play-based childhood kids deserve. We helped the organisers of Wait Mate bring this movement to life.

Outcomes

  • Developed a strategy and visual identity for this new social movement to empower parents.
  • Created a poignant messaging framework that plays on themes familiar to all parents.
  • Designed and built an online pledge system to allow parents to band together and build momentum through their school communities.

Hitting pause

To launch this movement, we developed a brand strategy around empowerment. Together with Wait Mate's founders, we crafted an identity that speaks to parents and gives them the power to 'hit pause’ on smartphones. Playing on themes that all parents are familiar with, the key messages and visual assets were shaped to be recognisable but thought-provoking. The visual identity highlights the dark and detrimental effects of smartphones but portrays them through the innocent eyes of a child through playful typography and illustration.

The pledge system

We built a campaign system that allows parents to take the pledge, connecting them to other parents based on their school cohorts and building vital community support. Over 10,000 pledges have made since launch.

More

Bite

Creating a fair future for hospitality tech

Vouch

Designing a better way to capture video content

Lyka

Rebranding Australia’s fastest growing pet food company

Sicona

A pioneering brand for next-gen battery tech

fbi.radio

A new era for Sydney’s iconic cultural community

Handover AI

Turning handovers into delightful experiences

Good On You

Evolving the leading voice in ethical fashion

Nimbus

Reimagining plant milk from the ground up