Daisy Rebrand

Info

Property management isn’t a new business. For decades, buildings have been managed the same way by the same people, and negative sentiment has grown into assumption due to years and years of universally poor experience. Founded in 2019, Daisy set out to completely redefine property management.

As a new player in the space doing things way differently, we wanted to ensure that when people think of Daisy, all the negativity competitors have worked so hard to create gets left behind.

I was brought in to lead a ground-up redesign of the Daisy brand that would not only differentiate Daisy from the market, but mature the company to a point where trust and capability were not concerns of their audience.

Motivated by serving the people who live in the homes we manage, the brand strikes a balance between expertise and empathy, bringing comfort to a skeptical audience and positioning Daisy as the unquestioned best-in-class property management solution.