MyCake is a boutique financial benchmarking company which offers data-driven insights and advice to third sector organisations. Sarah, the founder, approached me to do a full brand review, to clarify the way they talk about what they do, to redesign her company’s identity, and to design and build them a new website.
The company had started out giving financial advice to small creative businesses, but had gradually evolved to work with larger organisations in the charity sector, offering financial benchmarking. My task was to create an identity and website that reflected this new offer and audience, while still holding true to the company’s origins.
MyCake cuts through the layers of financial information that make up businesses, and then offers those layers of information (and the insights derived from them) to their clients. So I created a logo which suggests layered information – a cake, but an abstracted one, the information version of a cake (with a subtle nod to a pie-chart). I paired the logo with elegant sans serif lettering for the company name, with a classic serif typeface for the rest of the identity.