Improving the way people live by transforming the way buildings run.
Daisy has been transforming the way people live in over 150 buildings across New York City in the past few years. As a member of the design team, I contributed to the brand's expansion and supported company-wide growth initiatives. I collaborated with the marketing team to conceptualize and develop ads, outreach campaigns, and social media content. Additionally, I led the end-to-end coordination of Daisy’s signage initiative, managing the process, design, and implementation across the citywide building network. A significant achievement during my time was developing the brand’s distinctive illustration style, establishing a cohesive visual identity that strengthened brand recognition and ensured consistency across all design assets.
When I first joined Daisy, the company was undergoing a comprehensive brand refresh. The previous illustration style was a thing of the past and I was eager to help define the next evolution.
Collaborating with fellow designer and illustrator Julia Smelansky, we refined and established a new visual direction for the brand’s illustration style. Over several months, we developed and implemented fresh illustrations across various brand assets, ensuring consistency and alignment with the brand's updated identity. To solidify this work, we created detailed guidelines to document the new style and provide a framework for its continued application.
Signage is an essential feature of every condo and co-op building, yet many rely on poorly designed, paper signs instead of high-quality, branded solutions. At Daisy, we aimed to elevate the experience and create a unified, professional look across our network of buildings.
I began by designing a comprehensive process: gathering data from live buildings, developing customized signage packages, coordinating production, and overseeing installation. With this framework in place, I moved into the conceptualization and design phase, iterating to create a final product that reflected Daisy's professionalism while incorporating elements of delight.
The finalized signage has since been implemented across our network, receiving high praise from board members and residents alike.
During my time at Daisy, I collaborated closely with the marketing team to define and establish the identity of our social media presence. We adopted a friendly and approachable tone to engage a broad audience, incorporating more photography, illustrations, and the utilization our secondary color palette to enhance visual appeal.
Given Daisy’s innovative approach to property management, our goal was to position the brand as both a trusted resource and an authority for property owners. Through our social strategy, we effectively showcased expertise while reinforcing Daisy’s fresh and modern perspective on property management.
As part of Daisy’s growth strategy, the design team partnered with the marketing team to develop a series of targeted advertisements aimed at capturing the attention of board members looking for improved property management solutions. Our approach emphasized client testimonials and highlighted the key differences that set the 'Daisy way' apart from traditional property management practices.