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Outgrowing
the Cake

(reinventing a name brand)

The Challenge:

Cakes.com was a known Industry brand—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 led the creative direction, UX/UI design + rename workstream, determining a clear, scalable name with flexible identity system designed to support ongoing features expansion within the SaaS, was the route.

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