Portfolio of Molly McCracken
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Cake Beauty

Cake Beauty

I was the Art Director at Cake Beauty in 2015 & 2016. There I worked closely with the Marketing Manager and CEO to create visual content that supported the brand ideals.

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set design and direction

This role relied on my ability to put on many different hats. The above photo was from a set I designed for a feature in FLARE which centred around Cake's founder Heather. Photographing squirming children can be quite a challenge, so the final product was a composite from 2 shots, allowing us to show the whole family paying attention all at once.

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Web

Cake Beauty also has a sub-brand called Delectable, which can be found at Shopper's Drug Mart. During my time at the company the CEO wanted a single website for both brands. I was able to design a solution which split the homepage 

 

in a simple way that allows the user to pick from classic Cake or playful Delectable and navigate through each brand individually from a central hub.

SOCIAL MEDIA

I was also heavily involved with shooting and styling the visual content for the Instagram and Email Marketing, all of which was done in-house. The above images are a selection of items I styled, shot, photoshopped, and built in to holiday campaigns.

All our email campaigns were created and designed by myself and the Marketing Manager using Constant Contact. These were executed bi-monthly. Above are mobile examples from their Inca Oils promotion, the TIFF "Pink-Carpet Ready" guide, and Heather's Hand-picked essentials, which re-used the photography from the FLARE interview.

BRAND REFRESH

My role at Cake Beauty had been to elevate and update the brand. The above are some concept examples.

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