Daly

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Soho,
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How we work

Smoke & Mirrors

Deliverables-driven transparency

One big media blast

Highly researched & targeted pitch list

One big story

Several targeted story angles

Press releases

Personalized press pitches

Waits for news cycle

Finding new communities

Blitz of excitement

Sustained impact

Daly.Events
Daly.Crowdfunding

Team

Alex Daly

Alex Daly
Founder

Ally Bruschi
PR Manager

Bec Speakman
Coordinator

Allie Reeves
PR Associate

Julia Nguyen
PR Assistant

Claire Rapuano
Operations Assistant

Select clients

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How we got here

The Daly ripple effect

Standards Manual

We managed designers Hamish Smyth and Jesse Reed’s effort in 2014 to reissue the 1970s NYCTA Graphics Standards Manual. It became an overnight sensation, invigorating a niche design community and surpassing its goal by over 700%. Ever since, Daly has overseen the brand’s subsequent campaigns, publicity, and events—witnessing the incredible ripple effect of that very first launch.

September 2014

The NYCTA manual campaign goes viral and is fully funded by lunchtime on Day 1.

New York City Transit Authority Standards manual

August 2015

The New York Times Science section showcases the NASA Graphics Standards Manual campaign on its front page.

August 2015

The NASA manual becomes the most successful graphic design campaign on Kickstarter ever.

NASA Graphics Standards Manual

April 2016

The Standards Manual online shop launches to support the continued demand for the manuals.

May 2016

Vanity Fair runs “Meet the Guys Turning Old Graphic Design Manuals into Kickstarter Blockbusters.”

April 2017

Hamish and Jesse open their own design office, called Order, and New York City’s first graphic design bookstore. New York magazine hails it a “Best of New York.”

Standards Manual shop

May 2017

Fast Company runs “Order: The New Design Office That Spun Off A $1.9M Kickstarter Business.”

October 2018

Standards Manual hosts an oversubscribed book launch for legendary designer Michael Bierut’s Now You See It.

Launch party for Michael Bierut's book Now You See It.

July 2019

Standards Manual becomes the expert voice in the national conversation around the commercialization of the NASA logo, and are notably interviewed for the Los Angeles Times.

August 2019

Standards Manual publishes Parks, a collection of over 300 United States national park maps, ephemera, and brochures spanning over 100 years. Following features in Fast Company, Curbed, and The Atlantic’s CityLab, Parks sells out within days of launching pre-orders.

Heart

November 2019

Outside Magazine features Parks in its November print issue and across its digital platforms. 

Heilala

We partnered with Heilala—a women-operated, New Zealand-based company that had quietly become the world’s most awarded vanilla—to help them expand into the U.S. market through a crowdfunding campaign, rebrand initiative, and launch of their direct to consumer site.

April 2019

Bon Appetit calls out Heilala in its recipe for the “Best Chocolate Chip Cookie Ever”. 

Heilala Best Cookie Ever

June 2019

Daly strategizes and coordinates the first of a series of curated events that allow media to experience the brand with a “Vanilla Dinner.” Journalists from The Cut, Bon Appetit, WSJ, and more, enjoy an exclusive three-course dinner featuring delicious Heilala-infused dishes.

June 2019

Heilala launches on Kickstarter, amplified by an exclusive feature in WSJ Magazine calling them the vanilla “loved by Michelin-starred Pastry Chefs.” Heilala sees it’s highest day of website traffic to date.

June 2019

During the campaign, Heilala is  featured in New York Magazine’s The Strategist, Here Magazine, Bon Appetit (again!), Bake From Scratch Magazine, and across Kickstarter’s social channels and newsletters.

July 2019

Heilala becomes the most funded vanilla project in Kickstarter history!

Heilala

October 2019

Daly manages the second event in the series—a baking workshop in partnership with social-impact bakery Ovenly and Erin McDowell. Journalists from Esquire, Bon Appetit, Food52, Food & Wine, and Martha Stewart Living are given a hands on experience making Ovenly’s newest pie with Heilala’s vanilla extract!

Heilala Workshop

October 2019

Forbes publishes a profile feature on Heilala: “Why Some of the Country’s Top Bakers are Swooning over this Vanilla”.

Heart

December 2019

Serious Eats features Heilala in their holiday gift guide, and Bon Appetit rounds out its year of Heilala support with a print feature in their November / December holiday print issue.