A client of mine approached me about branding his newest company, which he named after his granddaughter, Daisy. He envisioned the word "Daisy" with an actual flower for the "i", and grass along the bottom (see his sketch below). We also determined that his primary clientele would be college-aged apartment renters, and most often they would be young women, too. With that in mind, I created an identity that incorporated the elements he wanted, while also pushing it towards a fresh, colorful feel that will appeal to his target audience. He's very happy with it, and I loved the challenge!