Cake: Sweetening the Moment
Cake

Cake is a marketplace for insurance agents. It’s a new option to invest, to spend, to maximize their lives — and keep running their business. By partnering with Cake, agents connect with potential buyers that will give them money for a slice of their accounts. It’s a way to unlock value. And feel good about the future.

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The founders of Cake approached us to help them bring their brand to life. When working with a startup, we focus more than usual on first introductions and defining the audience. We were thoughtful about the voice and tones that amplify Cake’s purpose and instill trust — which can be challenging for a new brand. We outlined a brand voice to channel a feeling of opportunity, of something rewarding and empowering. It is confident, candid, and aspirational.

Cake

Startups also need websites that are easy to navigate, easy to understand. We developed a streamlined user experience, focusing on mapping and connecting third-party platforms to make communicating with Cake feel more personal than robotic. And the color yellow conveys trust and confidence, juxtaposing the typical blues we see in the insurance world.

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Scope of Work
Brand Guidelines
Brand Identity
Brand Language
Website Design
Website Development