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