BRANDING // UI & UX // SEO // PRINT DESIGN
Building a bold brand and responsive website for a modern cake maker
Project role:
Project summary
Goal
To create a bold and modern brand identity, website, and marketing materials for The ButterQueen Baker — a new cake business bringing playful, buttercream-filled energy to West Wales.
Contribution
I led the full creative process from research and brand development to copywriting, SEO, website design, and print collateral, ensuring a cohesive digital and physical presence.
Achievements
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Launched brand and site that ranked #1 on Google for key local search terms
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Generated 100+ orders and £6K revenue in the first four months
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Achieved 15+ five-star Google reviews and strong community recognition
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Established a distinctive, memorable local brand
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Consistently sold out at local markets thanks to strong branding and engaging collateral
Client
Key skills
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Brand identity design
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UX & UI Design
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Wireframing & prototyping
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SEO & keyword Research
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Copywriting & content Strategy
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Print & digital design
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Project management
Software
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Figma
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Adobe Photoshop
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Adobe Illustrator
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Wix
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Google Ads
Performance facts & figures
#1
ranking for local search terms
15+
5-star Google reviews
100+
Orders in the first quarter
The process
Research and target personas
I began with market research focused on the local baking scene. Most competitors had traditional branding and relied heavily on Facebook. This revealed an opportunity to create a distinctive, design-led brand that stood out online and in person. I also developed key personas to align tone and visuals with the target audience.
{TARGET PERSONAS & LOGO ITERATIONS}
Brand creation & logo design
I wanted the brand to reflect the fun, personality-driven nature of the business. I designed a bold, playful logo with a bold palette and whimsical shapes. The outcome was a vibrant visual identity that immediately communicated creativity, quality, and fun.
{LOGO VARIATIONS & BRAND COLOUR SYSTEM}
Keyword research & sitemap planning
Google Keyword Planner was used to identify search terms customers were actively using, like “celebration cakes”. I built the sitemap around these insights, ensuring each key page served both users and SEO goals. This helped position the brand for strong search visibility from launch.
{KEYWORD RESEARCH & SITEMAP OVERVIEW}
Coming soon landing page
Before launch, I designed and built high-converting “Coming Soon” page that acted as a temporary lead-generation tool. It featured FAQs, CTAs, reviews, and product images to keep visitors engaged and drive enquiries. Within weeks, it ranked in the top 4 local search results and began generating leads.
{LANDING PAGE DESIGN}
Local SEO & listings
To strengthen search performance, I optimised the Google Business profile and added listings to local “What’s On” sites. This helped establish authority and brought visibility during peak tourist months — key for driving enquiries and footfall.
{GOOGLE BUSINESS PROFILE & LOCAL LISTINGS}
Print & market collateral
Alongside digital design, I produced cohesive print materials — from business cards and leaflets to stickers and signage. Each piece reinforced the brand’s identity and professionalism. At local markets, the unified visual presence helped achieve consistent sell-outs and growing brand recognition.
{PRINT COLLATERAL & MARKET STALL DISPLAY}
Full website build & copywriting
The website was designed in Figma and built on WIX, starting with wireframes and moving to high-fidelity designs. Every page was built around SEO insights and user needs, featuring bold imagery, clear CTAs, and easy navigation. I wrote all copy to reflect the brand’s playful voice while optimising for search intent.
{WIREFRAMES & FINAL WEBSITE MOCKUPS}
The result
High-fidelity visual design
The final website embodies the spirit of The ButterQueen Baker — bright, fun, and welcoming. It balances engaging visuals with practical UX, making it easy for users to browse, enquire, and convert. The combination of design and SEO strategy led to a #1 Google ranking locally.
{HIGH-FIDELITY DESIGNS & HOME PAGE LAYOUT}
Custom graphics & identity system
I created custom cake icons, patterns, and graphic elements used across web, packaging, and print. These assets built a cohesive visual system that made the brand instantly recognisable across every touchpoint — from social feeds to market stalls.
{BUSINESS CARDS & LEAFLETS}
Business impact
Within four months of launch, The ButterQueen Baker took over 100 orders, generated £6K+ revenue, achieved 15+ five-star reviews, and maintained consistent sell-outs at local markets. The brand became a go-to name for celebration cakes in the area.
{ANALYTICS DASHBOARD & GOOGLE REVIEWS}
What people say about working with me
“…Nicola from the design team has been great. We are extremely happy with the design she has created….”
Andy Gilfillan
Aquatic Control
“….a shout out to Nicola who has been brilliant with her research and the level of detail she has put into our website….”
Steve Pearson
Valve & Process Solutions
“…very professional, flawless design and great customer service. Nicola has been brilliant from start to finish with her research, design and detailed input. Very helpful and a pleasure to work with!!”
Reece Fielding
EcoPower Wood Fuels