My focus during the design and development process was to stay true to the gourmet brand, while at the same time, defining the company’s evolution from eCommerce to retail and C-Store snack cake company. There is no greater thrill than to see your design in-store for the first time.
Smelly pencils, block chocolates, cold popcorn, pizza-pizza, trash bags, somebodies bed sheets, houseplants, and the not-fresh-now doughnuts. We have all seen many fundraising products used to support your local organizations, community events and schools. Then there are your notorious cupcakes, fruitcakes and cookie man stands in front of the grocer, church and auto-supply stores that you frequent. Who made these? Where did they make them? Ok, what is it for? ...and then you feel better for just supporting the cause, whether you decide to bite it or not. Just maybe, just maybe you can support a fundraising cause, enjoy the product, keep a long lasting memory and look forward to it again and again, year after year.
Over the past 9-10 months, in coordination with ToriStar Media and The Pound Cake Company, I have been designing print collateral and co-developing a turn-key fundraising program for the world's best pound cake. I have found that most schools, organizations and community events want to bring light to the causes they support (no different than an artist or photographer being cited for their work). Raising funds, awareness and a support circle can be a difficult task without the right tools. We set out to develop a fundraising program to accomplish all of this using the KEEPSAKE gift base of thepoundcakecompany.com, we felt this to be a great idea. A gourmet gift from a reputable company that is beautifully packaged and designed for the cause. The supporter gains a true feeling of satisfaction and will be able to have a beautiful memory to look forward when this fundraising event comes around next year. A custom fundraising program became our solution.
Challenged with creating a custom gift for a great cause to arrive just in time for Mother's Day, I now had a creative problem to solve for the Limestone Creek Elementary PTO (LCE-PTO) in Jupiter, Florida. "Some of our students do not have a Mom in their life but instead may have a Mother figure. A Mother's Day gift designed for Someone Special would resonate more...", Christine Migoya - PTO President.
LCE's school colors , their suggested word mark and laurel reefs design opened the discussion for what was to become their first custom gift fundraiser for Mother's Day. The initial design was found to be more formal/regal than festive/celebratory. Our determination for simplicity in creating a unisex gift needed to balance with the main cause and that was selling gourmet pound cakes to everyone, raising money for LCE. A beautifully blue colored graphic flower, the "Someone Special" word mark encompassed in with a sleek package design - CREATIVE PROBLEM SOLVED!
I cannot wait to see what the future holds with creating NEW custom fundraising gifts with The Pound Cake Company and the schools, organizations and communities they support!
LET'S RAISE SOME DOUGH!
A few years ago I was hired by the Glenn Hotel Marriott Autograph Collection in Atlanta, Georgia to direct a photo shoot. The experience was one I will never forget and it left me with more lessons of knowing that sometimes it's okay to use your outside voice. A few of the shots were published in their sales collateral which was great for me - great for The Glenn!
Just last week, one of my favorite shots was selected as the lead shot for an article written by Billy Mitchell. The article, "5 rooftop detours on your moonlight bike ride" was for Creative Loafing Atlanta City Guide online. It made me and husband's day! Click the link above to check out the great article.
I have been designing packaging for The Pound Cake Company by way of ToriStar Media for over four years now. I have produced over eighteen collections for various holidays and special occasions to sell their many flavors of gourmet pound cakes - well over 85 if you need a number. What I enjoy most about creating the collections is connecting with clients, hearing the stories of joy and their satisfaction of the product over all. It looks good and it tastes good.
Some of the wedding gifts from The Pound Cake Company's Wedding Collection have been featured in several editions of Modern Luxury Brides Atlanta and the latest, Jezebel Magazine The Bridal Edition. It made the Top Five: Live the Good Life Hottest Products List. The Touch Engagement invitation is intimately presented as a black keepsake box with heart-shaped finger print graphic. This gourmet reminder provides for your guests with notice to clear their calendar to attend your engagement party.
Honored that the Editor of Modern Luxury Brides Atlanta Spring/Summer 2016 Edition selected my photo and client (The Pound Cake Company) as one of the "Fab 5 Gimme Some Sugar" line up.
Click here to see the digital publication!
FOR IMMEDIATE RELEASE - January 14, 2015 - Atlanta, GA
CONTACT: Milton Stephens, The Pound Cake Company - 888.884.7560
ToriStar Media Selected as Agency of Record for The Pound Cake Company.
The Pound Cake Company has selected ToriStar Media, innovative independent brand-building shop, as the agency of record.
In its 10 year history, The Pound Cake Company has grown its family-owned and operated business from household start up to a artisan gourmet gift center. ToriStar Media will be responsible for branding strategy, creative, digital, social media and promotions that will launch in 2015.
“We’ve made major improvements to our online experience and expanded our service offerings,” said Milton Stephens, founder and executive chef of The Pound Cake Company. “We need a partner who can help us tell our brand story and build an emotional connection with our audience, while simultaneously drive sales. ToriStar Media is the best boutique branding and retail agency we have worked with and the best agency for the job.”
The Pound Cake Company creates hand-crafted pound cakes presented as gourmet gifts. Our reputation is built on the highest standards of quality and customer service. Starting with a variation of an old family recipe, we created the original "Mother's Butter" pound cake which has since gained notoriety as the best tasting pound cake! Using innovative blending techniques and flavor combinations, "The Pound Cake King" now boasts over 80 flavors of this traditional Southern dessert. Our products are available exclusively online and are all made fresh to order and national and international shipping options. Our online store is designed to provide you with a safe and secure environment to browse our menu of gourmet gifts. From special occasions and business gifts to fundraising, The Pound Cake Company provides a memorable experience.
Starlyss McSlade, partner at ToriStar Media, said, “The Pound Cake Company has done a phenomenal job evolving its business with a buying experience that is consistent with consumer expectations and attractive to online shoppers. That’s the kind of brand story that we get really excited to tell.”