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Cake Envy – Case Study

Cake Envy

Project Objectives

Cake Envy required an updated branding and new modern website to represent the company and provide detailed information for their unique services and history. The owner and cake designer Natalie loves anything creative and has painted, created different types of art and cloths. Natalie decided to use her skills and love for creativity to create custom and unique cake and desert designs. The new website needed to reflect her love of creativity with a unique custom design that is easy to use, yet still functional and provides her customers with details on her process, prices and examples of her extensive knowledge on custom cake and desert design. In addition the overall user experience must provide customers with detailed information on the endless options available including flavors, frosting types, fillings, custom designs and pricing options provided by Cake Envy.

Re-Branding – Website Design – Development Solutions

Cake Envy specializes in high-end wedding & groom cakes, special event cakes, and desserts! Because the details matter!


The Vision

The vision for the Cake Envy website was to create a clean minimal design focused on the custom and creative options they provide while ensuring the user experience includes strong imagery, icons and design elements with clear interactions throughout the entire website. The overall website experience needed to ensure the content was organized in a manner so the users could easily find the information and services they are looking for. In addition the website needed to have extensive information on their preferred vendor list for weddings and special events, helpful tips and suggestions for planning your wedding or special event. A detailed photo gallery was incorporated with samples of the unlimited custom options available from Cake Envy.

Our goal with Cake Envy was to make their brand and user experience more interactive and engaging for their users. We updated the logo and color palette to a more modern style, then designed a new website focused on the unique custom cakes and deserts created by Cake Envy. All based on sound design principles and built on the latest web development technologies.


Great events don’t just happen… they are strategically planned and orchestrated! Now, more than ever before, a cake is the showpiece of any event! It’s the centerpiece of the entire room.


My Role

As the Creative Lead and Information Architect I worked with the client to gather information and understand the overall vision, objectives and business needs for the new Cake Envy website. With this information I created a workflow and sitemap and translated that into a user experience strategy and framework for the new website. I utilized strong imagery of Cake Envy’s custom designed cakes and deserts, combined with custom designed icons and clean clear page designs and layouts to communicate the relation between the Cake Envy key services and experiences they offer to their clients. The final solution was accomplished through the use of creative solutions, strategic planning and execution of the business requirements and objectives within the design and development of the Cake Envy website.

It was highly important that all photos of the custom and unique designs created by Cake Envy are clear and crisp to represent the high quality products they create for their clients. To ensure this all photos were processed, color corrected and touched up when needed, to ensure all the details of the creative designs came through to prospective clients.

Photo Retouching

We implemented the workflow for color correcting and photo editing of all photos to improve the quality of all high-end samples for the Cake Envy website. Photo re-touchers work primarily with digital photography and use photo editing software to enhance images by correcting resolution and composition, cropping images and adjusting tone, color, saturation and brightness. The final results help to enhance the overall image for the Cake Envy Brand and their products.

Custom Icon Design

We created custom icons for the Cake Envy website which allowed for quick access from different locations in the website to their detailed price lists for the variety of Custom Cake and Desert Design options and services. The difficulty of designing icons are making them clear and accurate in various sizes. We design handcrafted and pixel-perfect icons using the latest digital trends to help guide the Cake Envy customers to the information they need on the website.

As the overall project Creative Lead, Designer and Developer I created the navigational flow, organization and website structure. In addition I managed the design and development of all graphics for the website and branding solutions to ensure consistency. While creating a positive message for their future clients and representing their key services and business goals.

Successfully updated the Cake Envy digital brand and designed the all new modern website online presence.

Project Overview

Creation of an updated and modern Brand, Logo and Website for Cake Envy. Including creation of all graphics and designs for the website.

Creative Strategy & Creative Consulting

  • Understand your vision and requirements
  • Create outline and workflow
  • Brainstorm ideas and solutions
  • Content review and updates

Info Architecture UI/UX Graphic & Web Design

  • Overall web site information flow & structure
  • Create sketches & wireframes
  • Design the creative vision into graphical screen designs and all graphical interface elements

Front-End Development & WordPress Solutions

  • Develop the page layouts and design with HTML – CSS and WordPress Shortcodes
  • Test on browsers and devices
  • Client review, revisions, updates
  • Launch website

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