About
Mackenzie Daisley
Founder
Hello! I am Mackenzie Daisley. I am a Tech Entrepreneur, Brand Designer and Creative Strategist.
I specialise in working with small, scrappy teams to validate, build and scale to your first 100 customers. I build brands that have true market differentiation, and believe that by listening - innovation is inevitable.
Hello! I am Mackenzie Daisley. I am a Tech Entrepreneur, Brand Designer and Creative Strategist.
I specialise in working with small, scrappy teams to validate, build and scale to your first 100 customers. I build brands that have true market differentiation, and believe that by listening - innovation is inevitable.
Portfolio
Founder - Brieft App
After taking time away from design to study a Bachelor of Health Science, I stepped back into a design studio for the first time in 5 years in my role as a Client Manager. The entire digital eco-system had opened wide up and agencies were now using 5 - 8 workflow cloud tools to manage projects - as well as email, PDF's and whatever else the client threw at agencies. I resolved to build a platform that would merge client, creative and suit interactions in one single platform.
Delivered:
Validated problem through customer interviews, market research and competitive analysis.
Built strong brand and investor narrative
Developed all communication assets - Website, Investor Decks, Brand Identity
Built and managed technical and design team over 2 years
Developed equity conversion for team, wrote legal documentation
Raised $400K in capital over 2 years - First 18 months 74% First meeting success rate to secure investment
Designed the initial product concepts, oversaw and managed UI + UX execution.
Product owner, overseeing technical team in Australia and the Ukraine
Impact:
Inspired Canva’s Enterprise Product
Monday.com replicated our marketing copy directly from our website
Brand Designer - Source App
A psychotherapist and clinic owner engaged us to develop the brand for her soon to be launched therapy-matching app.
My clients vision for the brand was deeply spiritual, inspired by the quality of light and the transformative moment when the soul merges with the body—or when two aspects of a person unite to form a complete, whole self. The ultimate goal of psychotherapy.
Delivered:
Crafted a cohesive brand identity, including defining brand colors.
Developed engaging and targeted app copy inline with the brands tone of voice.
Created a compelling byline to encapsulate the brand's essence.
Impact:
Brand and product is yet to launch, and founder is currently in stealth mode
Mtn Air - Financial Data in the Cloud
The client approached me to create a standout brand in the financial sector.
Creative Strategist - The Fitzroy Naturopath
The Fitzroy Naturopath was born by Founder Jacqui, and she approached me to create a brand, product story, product design, product copy and hierarchical architecture of variants to bring her Naturopathically blended organic teas to market.
My client approached me initially with an intriguing conundrum - she knew she needed a brand, packaging and a compelling company narrative, but didn't have the capital to pay. We agreed that I would be paid 25% of revenue so long as the brand was in use.
Delivered:
Legal documents pertaining to revenue agreement
Strategic competitive analysis of tea market to ensure a truly unique brand experience to match the price point
Brand Identity - Logo, Variant Colours, Brand Story
Entire suite of product copy - Brand Name, product descriptors, engaging by-line 'Drink Your Medicine', and named nearly all of the 22 variants
Risque price point of $22 a jar
Product design for all variants, sizes and other products
Developed 6 more blends, 3 became #2, #3 and #4th highest selling blends
Impact:
Scaled brand from 4 to 100+ store locations across Australia and NZ
Organic Instagram following 10K in a few months
Generated passive income for 3 years
Twinings 'borrowed' a number of brand variant names, including Sleep Well and the adoption of graphic elements - currently on shelf in Coles and Woolworths
Mayde Tea 18 months after The Fitzroy Naturopath launched, replicated our brand and packaging design. It is still in use 4.5 years later after they rebranded. You can view it here: https://maydetea.com/collections/all-product
Strategist - Sober M8
Sober M8 founders Jamie and Martin engaged me to test their product, customer and business model hypotheses prior to building their MVP.
Delivered:
Custom strategic interview framework to address client hypotheses
Customer Interviews and Analysis
Case studies diving into adjacent industry apps - analysing Brand, UX, UI and conversion pathways.
Value proposition
Defined Values and Vision
MVP Roadmap including UX and UI recommendations
Business Model Insights and recommendations
Distribution recommendations
Impact:
Reduced MVP roadmap from 12 to 2 features, including recommendations for PLG. This reduced approximated costs from $150K to $8K
Defined ICP to a more accurate demographic, impacting GTM, Brand and growth strategies.
Increased the assumed subscription price by 5x and redefined features initially considered free, positioning them as paid based on user feedback.
General Manager - Pliny App
During my 18 months at Pliny, a health tech app built for the ocular industry, Pliny achieved significant milestones: revenue tripled, profitability was reached, while maintaining a lean team of just three people. Pliny maintained 0% customer churn throughout my tenure.
A key contributor to this success was my recommendation to increase subscription pricing by 100%. It was successfully implemented and received without pushback or churn.
Delivered:
Oversee customer experience (CX) to ensure satisfaction and retention
Manage day-to-day operations and streamline processes
Invoicing and financial tracking
Lead recruitment, hiring, and onboarding of new team members
Design and implement branding and marketing assets
Develop and execute marketing strategies across various channels
Wrote and distributed PR releases
Create all written content for internal and external use including business cases, technical documents, sales decks, investor decks and partnership presentations.
Customer support pre- and post-sales
Drive sales efforts, including managing the sales funnel and pipelines
Negotiate and close strategic partnerships
Develop and implement sales strategies and campaigns
Support product and service launches
Collaborate with external partners to meet business goals
Analyze business performance data to inform strategic decisions
Manage stakeholder and partner relationships
Oversaw, manage and feedback on contract negotiations and legal agreements
Optimize internal workflows for operational efficiency
Mentor - Sydney University Incubate Program
In 2024 I volunteered time as a mentor on branding for startups continuing into 2025.
Instructor Assistant - Product Management
General Assembly
After completing this course myself, I was invited back to support 3 cohorts.
Portfolio
Founder - Brieft App
After taking time away from design to study a Bachelor of Health Science, I stepped back into a design studio for the first time in 5 years in my role as a Client Manager. The entire digital eco-system had opened wide up and agencies were now using 5 - 8 workflow cloud tools to manage projects - as well as email, PDF's and whatever else the client threw at agencies. I resolved to build a platform that would merge client, creative and suit interactions in one single platform.
Delivered:
Validated problem through customer interviews, market research and competitive analysis.
Built strong brand and investor narrative
Developed all communication assets - Website, Investor Decks, Brand Identity
Built and managed technical and design team over 2 years
Developed equity conversion for team, wrote legal documentation
Raised $400K in capital over 2 years - First 18 months 74% First meeting success rate to secure investment
Designed the initial product concepts, oversaw and managed UI + UX execution.
Product owner, overseeing technical team in Australia and the Ukraine
Impact:
Inspired Canva’s Enterprise Product
Monday.com replicated our marketing copy directly from our website
Brand Designer - Source App
A psychotherapist and clinic owner engaged us to develop the brand for her soon to be launched therapy-matching app.
My clients vision for the brand was deeply spiritual, inspired by the quality of light and the transformative moment when the soul merges with the body—or when two aspects of a person unite to form a complete, whole self. The ultimate goal of psychotherapy.
Delivered:
Crafted a cohesive brand identity, including defining brand colors.
Developed engaging and targeted app copy inline with the brands tone of voice.
Created a compelling byline to encapsulate the brand's essence.
Impact:
Brand and product is yet to launch, and founder is currently in stealth mode
Mtn Air - Financial Data in the Cloud
The client approached me to create a standout brand in the financial sector.
Creative Strategist - The Fitzroy Naturopath
The Fitzroy Naturopath was born by Founder Jacqui, and she approached me to create a brand, product story, product design, product copy and hierarchical architecture of variants to bring her Naturopathically blended organic teas to market.
My client approached me initially with an intriguing conundrum - she knew she needed a brand, packaging and a compelling company narrative, but didn't have the capital to pay. We agreed that I would be paid 25% of revenue so long as the brand was in use.
Delivered:
Legal documents pertaining to revenue agreement
Strategic competitive analysis of tea market to ensure a truly unique brand experience to match the price point
Brand Identity - Logo, Variant Colours, Brand Story
Entire suite of product copy - Brand Name, product descriptors, engaging by-line 'Drink Your Medicine', and named nearly all of the 22 variants
Risque price point of $22 a jar
Product design for all variants, sizes and other products
Developed 6 more blends, 3 became #2, #3 and #4th highest selling blends
Impact:
Scaled brand from 4 to 100+ store locations across Australia and NZ
Organic Instagram following 10K in a few months
Generated passive income for 3 years
Twinings 'borrowed' a number of brand variant names, including Sleep Well and the adoption of graphic elements - currently on shelf in Coles and Woolworths
Mayde Tea 18 months after The Fitzroy Naturopath launched, replicated our brand and packaging design. It is still in use 4.5 years later after they rebranded. You can view it here: https://maydetea.com/collections/all-product
Strategist - Sober M8
Sober M8 founders Jamie and Martin engaged me to test their product, customer and business model hypotheses prior to building their MVP.
Delivered:
Custom strategic interview framework to address client hypotheses
Customer Interviews and Analysis
Case studies diving into adjacent industry apps - analysing Brand, UX, UI and conversion pathways.
Value proposition
Defined Values and Vision
MVP Roadmap including UX and UI recommendations
Business Model Insights and recommendations
Distribution recommendations
Impact:
Reduced MVP roadmap from 12 to 2 features, including recommendations for PLG. This reduced approximated costs from $150K to $8K
Defined ICP to a more accurate demographic, impacting GTM, Brand and growth strategies.
Increased the assumed subscription price by 5x and redefined features initially considered free, positioning them as paid based on user feedback.
General Manager - Pliny App
During my 18 months at Pliny, a health tech app built for the ocular industry, Pliny achieved significant milestones: revenue tripled, profitability was reached, while maintaining a lean team of just three people. Pliny maintained 0% customer churn throughout my tenure.
A key contributor to this success was my recommendation to increase subscription pricing by 100%. It was successfully implemented and received without pushback or churn.
Delivered:
Oversee customer experience (CX) to ensure satisfaction and retention
Manage day-to-day operations and streamline processes
Invoicing and financial tracking
Lead recruitment, hiring, and onboarding of new team members
Design and implement branding and marketing assets
Develop and execute marketing strategies across various channels
Wrote and distributed PR releases
Create all written content for internal and external use including business cases, technical documents, sales decks, investor decks and partnership presentations.
Customer support pre- and post-sales
Drive sales efforts, including managing the sales funnel and pipelines
Negotiate and close strategic partnerships
Develop and implement sales strategies and campaigns
Support product and service launches
Collaborate with external partners to meet business goals
Analyze business performance data to inform strategic decisions
Manage stakeholder and partner relationships
Oversaw, manage and feedback on contract negotiations and legal agreements
Optimize internal workflows for operational efficiency
Mentor - Sydney University Incubate Program
In 2024 I volunteered time as a mentor on branding for startups continuing into 2025.
Instructor Assistant - Product Management
General Assembly
After completing this course myself, I was invited back to support 3 cohorts.