Daisy is an app that provides women around Australia with support and resources to combat sexual assault and domestic violence – we were commissioned to help its development and launch.

A joint project by Medibank and 1800RESPECT, the brief for Daisy was unlike any other app we’d worked on before.

Backed by research that male perpetrators had a high instance of invading their partner’s phones, we had to design Daisy to blend in, not stand out. The colour orange was selected for the logo since over 60% of apps designed at the time used this colour, whilst the flower symbol provided a soft, non-invasive quality.

As branding experts, we produced the Daisy logo, advertising material and app interface elements. We recommended that important and sensitive information be contained deep within the app – at least three clicks away, to help discourage curious intruders.

Once the brand was created, the roll-out of marketing collateral and social media graphics followed. Our job was not only to provide design, but to deliver strategic art-direction and advice throughout the assignment.

It was a pleasure to contribute to a project with such a positive impact on society.