Daddy Do sign-up screen on an iPhone, close-up
Step 1: Daddy Do shows today's focus, a developmental leap
Step 2: the card opens with background knowledge and a next step
Step 3: the task is confirmed as done
Grid of Daddy Do logo sketches, from interlocking D letters and heart shapes to the final heart with a D
Construction of the Daddy Do logo on a grid: a heart drawn as one stroke whose right half forms a D, and the D app icon
Daddy Do logo variants on sand: horizontal wordmark, stacked, curved lettering and the D app icon
Daddy Do on the App Store: the product page on an iPhone and the search result with three app screenshots

DADDY DO

Daddy Do is a digital companion for fathers who want to take an active, equal part in family life. Each day the app puts one topic in focus – matched to the child's current phase, such as a developmental leap – explains the background in a few sentences and turns it into a concrete next step.

The concept comes from founder Philipp Macke. I designed the logo and the first prototypes of the web app, including its UI style guide. The images show the core flow: today's topic, the background, the completed task.

FAQ

Around one focus per day, matched to the child's current developmental phase: a short explanation of what is happening, a concrete next step and a confirmation once it is done.

The concept comes from founder Philipp Macke.

I developed the logo and the first prototypes of the web app. The mark is a heart drawn as a single stroke whose right half turns into a D; on its own, the D becomes the app icon.

The aim was a warm atmosphere – a companion rather than an instruction manual – carried by an earthy colour world of rust red, terracotta, olive grey and sand.

A compact design system defined the rules the app grew from; the website was realised separately.

Live at daddy-do.com and in the App Store.

Founder Philipp Macke shares the journey of Daddy Do on LinkedIn.

BrandingLogo DesignPrototypingWeb AppUI Style Guide