tiney

When I joined tiney, it was early days and they were still finding their identity. As the team and community grew, the brand needed to grow with it.

Parents were trusting childminders with their children, while people considering a childminding career were trusting tiney to help them build a business. Every interaction needed to feel warm, reassuring and professional, whether it was in the app, website, in a social post or in real life at an event.

I treated the brand as a product and evolved the visual identity across every customer touchpoint, from the app and website to advertising, social media, community resources, video and events.

Alongside the creative work, I built the systems behind it: brand guidelines, Canva templates, illustration and motion, so anyone in the business could create on-brand work.

I also shaped tiney's illustration style, curating and editing an existing set into something that covered far more scenarios, and refining it into a tight 3-4 colour palette with a thicker stroke that made it instantly recognisable. That style carried through from product to marketing, event design, slides and social. Alongside it, I added motion in illustrations, logos, videos and social reels that helped the brand feel alive.

Trust is built through consistency.

When every interaction feels familiar, considered and ‘tiney’, people feel more confident in the brand. That mattered just as much internally as it did externally. The easier it was for teams to stay on-brand, the more consistent the experience became for parents and childminders.

As tiney grew into the UK's fourth largest childcare provider, the brand grew with it. It became a consistent experience across product, marketing and community, while the systems behind it allowed the wider team to work more independently and move faster.