Backed by Shark Tank’s Mr. Wonderful, The Tomte Cake was ready to step beyond its handmade roots. As part of a freelance team led by Watson Creative, I helped shape the brand’s first professional campaign. My role included building customer personas, designing custom letterforms from the founder’s handwriting, and creating cohesive assets across email, web, and ads—elevating a beloved DIY tradition into a storybook-calibre experience.