Call me Swilly.
Outgrowing
the Cake
(reinventing a name brand)
The Challenge:
Cakes.com was a known Industry name—but one that had become limiting as the product evolved. What began as a cake-focused offering had grown into a broader SaaS platform serving bakeries, grocery, and party goods businesses.
At the same time, the legacy Cakes.com brand was being repositioned as a consumer-facing online custom cake ordering experience. The new SaaS platform needed clear separation—both to reduce market confusion and to establish credibility as a modern, scalable technology solution.
The challenge wasn’t simply to rename a product. It was to define a distinct, future-ready identity that could stand confidently on its own. One that felt innovative yet approachable, and expansive enough to support a platform still evolving.
The game
plan
I set the direction for the rebrand, leading a small committee to establish a clear, scalable name + flexible identity system—while also serving as one of two internal UX/UI leads on the new SaaS platform.
my approach
I guided an extensive naming exploration to land on CelebrationIQ—prioritizing clarity of purpose within trademark + directional constraints. From there, I built a flexible brand system that felt warm and complimentary for an audience that’s predominantly creative + tech-averse.
I Adopted an emerging illustration style + developed a suite of custom marketing visuals—an approach that proved ahead of the curve. And, Being a white label saas, we needed the experience itself to feel like other brands, so I leaned into a simple, clean, modern style to avoid too much of a disconnect between marketing and the hardcoded bits.
Led the rename + launch of CelebrationIQ as a distinct SaaS platform brand
Built a scalable identity system across UI, marketing + sales
Co-Led UX design for the SaaS platform to ensure cohesion with the new brand direction
Created custom illustration + iconography + ecosystem of content to humanize the platform
Established standards to ensure consistency + adoption
Putting it all in motion
The Payoff:
An Elevated market perception from legacy cake tool to credible enterprise solution
An Integrated product experience delivering a solid brand presence
numerous new grocery, small business + cottage bakers signed up within first year of launch
Enabled sales + onboarding teams with a clear, confident story
Established a foundation designed for long-term expansion
Other branding examples
