Call me Swilly.
The Problem
Rename and rebrand Cakes.com to reduce market confusion, shift customer perception, and prepare for the launch of an overhauled SaaS platform. The goal was to create a new brand—one that goes beyond its legacy cake-only identity—and position it as a modern, scalable, approachable tech solution for the bakery, grocery, and party goods industries.
The Solution
A refreshed brand identity and user experience that brought warmth and creativity into the SaaS space. Custom illustrations, engaging video content, and a distinctive visual language set CelebrationIQ apart from typical tech aesthetics—balancing approachability with innovation and creating a clear, confident and scalable direction for the platform’s broader next chapter.
The Details
Team: Photographer, Marketing, & Myself
Timeline: ongoing
Creative Budget: $$
My Contribution: Creative direction, brand design, photo + video production, custom illustration, & user experience