Jake's Bakes is a local start-up in Fenton, Michigan. I used the company as the basis for my thesis for my master's program at Full Sail University where we had to create a new brand for an existing company. We were given the choice to use a company that was already well-established or one that actually needed real help. Because I know the owners of Jake's Bakes, I decided to put my hours toward good use and help a company in need of a true identity. We had to create a brand identity from the bottom up starting with logos. Below are just a few of the pieces I designed. It ended with a 60-page designed paper, which included identity guidelines, packaging designs, web and social media designs, demographic research, and a full marketing and communication plan geared toward the target market. I incorporated the trends of the handmade movement as well as texture into the designs by using handmade and natural papers and utilizing social media to as a marketing tool.