Caedes Group
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Daisy Watson is a graphic designer leading the development of a dedicated Graphics and Branding agency within the Creative Division at Rigby & Rigby. With a background spanning Architecture, Art, and Animation, she brings an interdisciplinary design intelligence to the creation of cohesive, high-impact brand ecosystems.
Since joining Allect Group, Daisy has served as brand guardian across Rigby & Rigby, Helen Green, and Lawson Robb, ensuring visual consistency, precision, and strategic alignment across all touchpoints. She has led the creation of distinctive luxury brand identities in the residential sphere, most notably Berkeley Arcade, 43 Bleecker, and Caedes Group, elevating their market presence through meticulous design execution and refined visual storytelling.
Her portfolio extends beyond traditional branding into highly specialised design commissions. She directed the full brand development of both Superyacht, Awandra, and Racing boat, Fifty Fifty, and led the end-to-end visual identity of private jet, Project Knight — from embroidered headrests to exterior livery. Collaborating with specialist designers influenced by Formula 1 aesthetics, she oversaw more than 80 design iterations to achieve a dynamic visual language engineered to evoke speed in static form. This process culminated in a precision sign-off in Savannah, where she personally ensured millimetre-perfect execution on site.
Daisy is currently developing an immersive digital platform incorporating bespoke 3D assets to transform a previously completed interior scheme into an interactive virtual environment — bridging physical and digital design with the same rigour and craft that defines her brand work.
Her practice is defined by exacting attention to detail, aesthetic fluency across disciplines, and the ability to translate luxury narratives into cohesive, future-facing visual identities.
The identity for Caedes Group, a luxury property developer owned by the Richmond family, is anchored in a brief that sought to merge heritage, precision, and contemporary refinement. Drawing from the Latin origin of Caedes—a reference to the client’s surname meaning “slaughter”—the logotype uses an elegant, timeless serif with classical proportions, then disrupts it with a deliberate slice. This intervention introduces tension and modernity without sacrificing sophistication. The colour palette takes further inspiration from the brand’s architectural context, adopting soft brown-grey tones reminiscent of concrete, stone, and the muted materiality of high-end developments.
The sliced serif detail evolved into a core visual motif, informing both static and motion elements within the identity. Most notably, it became the foundation for the animated logomark, where the intersecting cuts expand into a dynamic form. The resulting symbol is designed to read simultaneously as a location pin—referencing the physicality of property—and as a set of X, Y, Z axes, alluding to spatial mapping, structure, and the three-dimensional thinking inherent to architectural development. The motion treatment brings clarity to this dual meaning, allowing the mark to assemble with precision and a sense of quiet engineering.
Project team
Daisy Watson is a graphic designer leading the development of a dedicated Graphics and Branding agency within the Creative Division at Rigby & Rigby. With a background spanning Architecture, Art, and Animation, she brings an interdisciplinary design intelligence to the creation of cohesive, high-impact brand ecosystems.
Since joining Allect Group, Daisy has served as brand guardian across Rigby & Rigby, Helen Green, and Lawson Robb, ensuring visual consistency, precision, and strategic alignment across all touchpoints. She has led the creation of distinctive luxury brand identities in the residential sphere, most notably Berkeley Arcade, 43 Bleecker, and Caedes Group, elevating their market presence through meticulous design execution and refined visual storytelling.
Her portfolio extends beyond traditional branding into highly specialised design commissions. She directed the full brand development of both Superyacht, Awandra, and Racing boat, Fifty Fifty, and led the end-to-end visual identity of private jet, Project Knight — from embroidered headrests to exterior livery. Collaborating with specialist designers influenced by Formula 1 aesthetics, she oversaw more than 80 design iterations to achieve a dynamic visual language engineered to evoke speed in static form. This process culminated in a precision sign-off in Savannah, where she personally ensured millimetre-perfect execution on site.
Daisy is currently developing an immersive digital platform incorporating bespoke 3D assets to transform a previously completed interior scheme into an interactive virtual environment — bridging physical and digital design with the same rigour and craft that defines her brand work.
Her practice is defined by exacting attention to detail, aesthetic fluency across disciplines, and the ability to translate luxury narratives into cohesive, future-facing visual identities.
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