I’ve been looking forward to showing this one off for a few months and finally the day is here! Haley Cairns, owner and creative force behind Heartsweet Cakes, is a true dream client for me. She’s smart, funny and beyond talented. There is something really magical that happens for me when I get to work with someone who is starting a business that is truly about their passion and art. The energy that radiates from those types of clients inspires me and pushes me along with them. Haley was this type of client. We started from scratch, armed only with images of Haley’s gorgeous cakes. Through the discovery process we gained a lot of clarity on how to position Heartsweet in the Phoenix wedding industry in order to break away from the pack and stand out in an authentic way. It came down to this: Haley is an artist. A true creative professional with a process, skill, and talent. These aren’t regular weddings cakes and it was important to show the difference between the Heartsweet experience and a run of the mill bakery. “An Artistic Cakery” felt right on with a boutique feel and creative studio – perfect for the Heartsweet brand. The tagline, “Creating centerpiece cakes inspired by imagination“, drives the message home that this is about Haley’s imagination and talent.
We definitely used Haley’s personal sense of style to create this unique and bold brand. Hand drawn, expressive icons featuring her tools of the trade are the cornerstone of this design. We had so much fun working with custom artistic textures accented with gold and paired with a modern color palette.
The totally custom WordPress site we developed gives Haley the perfect platform to show off her latest cakes, blog about what’s inspiring her creatively, and intake new clients. It’s her virtual storefront and we wanted to make it unique on the front end and functional in the back end. It’s super easy for Haley to update her flavors, add new cakes, and explain her process. In short, it’s working just as hard as she is to take this business to the next level. And that is really the icing on the cake (sorry, I had to)!
Projects like this make my heart happy. I can’t wait to see what’s in store for Heartsweet Cakes and I’m honored I was able to be a part of this amazing business’s story.