Problem definition
Empathy research
Service structure mapping
Modern working parents—especially new fathers—struggle to balance professional demands with the emotional and physical responsibilities of early parenthood. With limited paternity leave, societal expectations, and workplace pressures, they often miss out on formative moments with their children and experience emotional burnout.
This empathy map reveals the complex emotions and concerns surrounding paternity leave. Fathers-to-be are navigating the responsibilities of fatherhood while worrying about job security, financial stability, and societal expectations. The primary gains they seek include emotional support, flexibility, and confidence that they can manage their roles as supportive partners, fathers, and employees.
Fathers today aspire to be more than just providers—they want to be present. What they lack isn’t willingness, but structured, empathetic systems that help them participate more fully in their child’s early years without compromising career growth.
A cohesive, human-centered brand ecosystem that redefines modern fatherhood—bridging the gap between work, family, and self through empathy-driven design and communication.
