Cake

When Trevor John came to us to help him with his brand, he had an inkling of an idea and the name "Founders Shares." We were tasked with creating a brand around this idea, some simple UI to get the product started, and eventually a marketing site he could begin to send to potential users… But it quickly became apparent that we needed a name change, as Founders Shares wasn't exactly inspiring, and we knew Trevor wasn't too attached to it either.

The Cake name came from a meeting where I finally grasped the nuances of what Trevor was trying to create. People with private options want to capitalize on their stocks and sell them before their companies pull the options from beneath them and leave them crumbs. "They simply want their slice of the cake."

Having a fun metaphor or just something you're excited about tends to lead to a better visual identity. Once cake was on the board and the designs started to flow, there was nothing you could do to convince me this wasn't the brand. I drove out this lovely cake mark with a pleasant pastel color palette and built a narrow marketing story that got the point across.