Caedes Group
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Daisy Watson is Studio Manager of Rigby & Rigby’s Creative Division, where she leads the development of a dedicated Graphics, Branding and Visualisation agency. With a background spanning Architecture, Art and Animation, she brings an interdisciplinary design intelligence to the creation of cohesive, high-impact brand ecosystems and their marketing strategies.
Since joining Allect Group, Daisy has served as brand guardian across Rigby & Rigby, Helen Green and Lawson Robb, ensuring visual consistency and strategic alignment across every touchpoint. She has led the creation of luxury brand identities, most notably Berkeley Arcade, 43 Bleecker and Caedes Group, and is also developing several high-end websites, including for a luxury furniture supplier and a private family office.
Her portfolio extends well beyond traditional branding. She directed the full brand development of the superyacht Awandra and the racing boat Fifty Fifty, and led the end-to-end visual identity of the 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. The process culminated in a precision sign-off in Savannah, where she personally ensured millimetre-perfect execution on site.
As Studio Manager, Daisy is building a self-sufficient, commercially sustainable division that serves both external clients and internal teams across Allect Group. Clients increasingly value a seamless, integrated approach to high-end design, and her ambition is to expand the creative offering beyond branding and visualisation into “everything in between”. That could mean bespoke tableware for clients’ residences, products for their new entrepreneurial ventures, or immersive experiences for events. She is committed to nurturing creative talent so the team can keep exceeding client expectations.
Daisy’s practice and leadership style are defined by exacting attention to detail, tenacity, curiosity, storytelling and aesthetic fluency across disciplines. A natural communicator and collaborator, she leads designers while working closely with clients, building trusted partnerships and guiding them through the creative process to deliver work that is both beautiful and memorable to experience.
In her free time, Daisy loves discovering new foodie hotspots and is developing an app to find the best croissant in London.
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 Studio Manager of Rigby & Rigby’s Creative Division, where she leads the development of a dedicated Graphics, Branding and Visualisation agency. With a background spanning Architecture, Art and Animation, she brings an interdisciplinary design intelligence to the creation of cohesive, high-impact brand ecosystems and their marketing strategies.
Since joining Allect Group, Daisy has served as brand guardian across Rigby & Rigby, Helen Green and Lawson Robb, ensuring visual consistency and strategic alignment across every touchpoint. She has led the creation of luxury brand identities, most notably Berkeley Arcade, 43 Bleecker and Caedes Group, and is also developing several high-end websites, including for a luxury furniture supplier and a private family office.
Her portfolio extends well beyond traditional branding. She directed the full brand development of the superyacht Awandra and the racing boat Fifty Fifty, and led the end-to-end visual identity of the 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. The process culminated in a precision sign-off in Savannah, where she personally ensured millimetre-perfect execution on site.
As Studio Manager, Daisy is building a self-sufficient, commercially sustainable division that serves both external clients and internal teams across Allect Group. Clients increasingly value a seamless, integrated approach to high-end design, and her ambition is to expand the creative offering beyond branding and visualisation into “everything in between”. That could mean bespoke tableware for clients’ residences, products for their new entrepreneurial ventures, or immersive experiences for events. She is committed to nurturing creative talent so the team can keep exceeding client expectations.
Daisy’s practice and leadership style are defined by exacting attention to detail, tenacity, curiosity, storytelling and aesthetic fluency across disciplines. A natural communicator and collaborator, she leads designers while working closely with clients, building trusted partnerships and guiding them through the creative process to deliver work that is both beautiful and memorable to experience.
In her free time, Daisy loves discovering new foodie hotspots and is developing an app to find the best croissant in London.
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