As a designer with TE Media & Design, I worked closely on a rebrand for The Daisy Club—a community-focused company offering adaptive, chair-based fitness and dance for women 18 and up. When they approached us, they had a logo that didn’t quite represent the heart of their mission or connect with their target audience. They wanted something that felt more aligned: professional, welcoming, and reflective of their values.

The owner was especially passionate about keeping the daisy iconography, so the solution was to create a new logo that better suited their audience while maintaining a fun and friendly tone. I designed a new daisy that is soft and round, with petal shapes that echo the spokes of a wheelchair—an intentional nod to accessibility and inclusivity. The daisy’s form and yellow centre were also designed to resemble a rising sun, symbolizing positivity and new beginnings.

To complement the icon, I selected a bold yet rounded typeface that communicates approachability, playfulness, and warmth—core traits of The Daisy Club’s brand personality. A simplified version of the logo was also created for use in smaller or more constrained spaces, ensuring consistency across all formats.

Alongside the logo, I developed a clean, easy-to-follow one-page brand guide that builds on the visual identity and reinforces The Daisy Club’s mission. Accessibility and clarity were top priorities, making it simple for the brand to be used confidently and consistently moving forward.

The final result is a logo and identity that are eye-catching, inclusive, and thoughtfully crafted—capturing the empowering, supportive spirit of The Daisy Club while speaking directly to their audience.