Toddle’s continued mission is to make life easier for parents. So this became our mission, building the platform from the ground up and making sure every feature had a purpose. Early user research also told us that the key worry for parents was finding a centre that matched their personal criteria and standards, and that looking for childcare often induced a sense of panic.

This informed a strict content and design philosophy; from comparison tools that helped show options side by side, intuitive searches that allowed parents to isolate specific suburbs, to live vacancies, subsidy calculators and media rich profile pages that give a true reflection of a centre's set up. We even launched a My Toddle account for advanced shortlisting functionality, with the ability to keep track of all your enquiries at once. All of which the centres certainly appreciated too.

The Toddle visual identity is a balance of information and imagination. A product dedicated to making parents’ lives easier meant building a brand identity and marketing strategy that inspired and supported them too. A mixture of both the practical needs of parents with the imaginative potential of children, personified in a family of Little Monsters, and brand mascots.

Over the time we have worked with Toddle this approach has helped educate and guide consumers (parents) and customers (centres) on all things childcare. From providing support in educating children about COVID-19, to awards schemes for centres making a difference in the industry (such as their sustainability credentials), to providing a comprehensive resources hub that one day may even rival Mums Net. Everything worked to position Toddle as a true voice of authority in the Australian child care space.