Birdie helps care providers deliver better, more personalised care to older adults, covering everything from rostering and payroll to a family app that keeps loved ones in the loop. It's a product built on empathy, and the brand needed to reflect that. I joined as the first Brand Designer with a clear brief: take Birdie's visual identity from functional to distinctive. The market was crowded, and Birdie needed to feel different,more human, more trustworthy, more sophisticated. I anchored the new direction in real imagery of carers and authentic customer stories, creating a brand experience that put genuine care at the centre of every interaction. Being the only designer meant wearing every hat. I redesigned and tested the company website, established a marketing design system, developed custom illustrations, and produced collateral across every channel, event stands, email campaigns, social assets, brand guidelines.