Sweet Arleen's boutique-style cupcakes are, quite literally, the world's best. & after winning Food Network's Cupcake Wars (three times, no less), the world truly craved a taste. The challenge? Sweet Arleen had just one location in Los Angeles. To satisfy the cravings of cupcake enthusiasts worldwide, I played a key role in rebranding the business & overseeing the design of new store locations, while developing compelling marketing materials and collaterals that propelled the brand's expansion into a beloved national franchise.

STRATEGY // POSITIONING // MESSAGING // ART DIRECTION // RE-BRANDING // PACKAGING // PRINT //SIGNAGE // INTERIOR DESIGN DIRECTION