Aug–Oct 2019

Branding, copywriting, visuals and product design for Cake DeFi that are making the decentralized finance accessible to everyone.

Aug–Oct 2019

Branding, copywriting, visuals and product design for Cake DeFi that are making the decentralized finance accessible to everyone.

Logotype

The company logotype is the slice of a bigger cake – rewarding the customers for being a part of company story. The direction stands for looking forward to the future. I also designed a customized lettering that is based on IBM Plex font family.

Logotype initial concept

For those curious, here’s the initial logotype and brand pitch to the company stakeholders.

Brand visuals

I designed a series of brand visuals, each being the embodiment of one of company’s core pillars – Vision, Mission, Beliefs. Cake Slice sequences can be used to introduce, recognize or otherwise mention our Cake brand.

Flower (Beliefs)

This one visualizes the inclusion, being a part of something bigger, having the integrity.

Integrity is everything in life and especially in finances. At Cake we bring DeFi and thus individual control over one’s financial life without middlemen.

A piece of cake (Vision)

Every positive milestone and success is celebrated with a piece of cake, like a birthday.

If you rest you rust. At Cake we are pushing the borders of what is possible. We innovate and celebrate change. We constantly challenge the status quo to continuously improve our products and grow as a company and individuals. We are the change to the financial market we want to see in the world.

Circles on water (Mission)

This visual stands for the impact Cake is having on decentralized finance industry, passing that impact to the community.

Making things complicated and confusing is what traditional finance is good in. At Cake we want to make the decentralized financial market as easy and accessible as going online. At Cake we are here for the long game. We are here to make an impact.

As seen on social media

Brand visuals stand aligned to company messages.

Company brand sequence

Here all of brand visuals come together to send the company brand message.

Corporate website

Clean, clear and transparent website for the transparent company.

Pool by Cake

The first Cake’s product is Pool – connecting people to staking rewards without having an extensive crypto knowledge.

DFI token

A symbol for the token that runs the DeFi blockchain, a tech by Cake. Here’s the original pitch presented to the stakeholders.

DeFi Blockchain website

A straight-forward way to tell a story of decentralized finance.

Visual concept

A concept to stand for the magnitude of change that decentralized finance brings to everyone.

DeFi Blockchain visuals

I produced a series of simple abstract visuals connected to a one-liner copy.

Creative Direction, Product Design

Pavel Pekanov

© 2004–2019

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