Sinister Cupcakes

Client: Self-Initiated Brand / Partnership

Year: January 2022 - Present

Project type: Brand Architect, E-commerce, & Community Builder

Link: Link Tree / https://www.sinistercupcakes.com

The creative vision:

As a co-founder, my mission has been to build Sinister Cupcakes from the ground up. With a horror community as the primary vision, I focus on content creation and technical management, ensuring the brand not only possesses an impactful visual presence but also functions perfectly. I designed an ecosystem where users can find the brand’s key touchpoints in a practical way, creating a seamless digital environment.

Return to: Core Projects

Main Contributions & Execution:

Website Management & E-commerce Architecture: I am solely responsible for both the technical and creative aspects of the website. I manage the entire e-commerce lifecycle: from UI/UX visual design to inventory uploading, conversion optimization, keyword research, payment gateway management, and monthly traffic analysis. The site is my absolute responsibility.
Blog Copywriting: I lead the content strategy, writing specialized articles on horror culture (SEO-oriented) that position the brand as an authority in the sector. I also draft all product descriptions and collaborate on specific scripts for audiovisual content.
Art Direction & Brand Extensions: While the brand image is a collaborative effort, I develop and implement all brand extensions: from business cards and physical stationery to visual designs for Facebook and Instagram, maintaining aesthetic coherence across all touchpoints.
Influencer Relations & Strategic Alliances: I act as the liaison to manage strategic collaborations with influencers, shops, and specialized creators. These alliances have allowed Sinister Cupcakes to act as a content curator, expanding our organic reach and authenticity.
Audiovisual Production & Raw Footage: I actively participate in creating social media content, acting as director of photography and video during shoots. I am responsible for capturing the raw material used for the brand's various Reels and TikToks.
Product Development & Sales Strategy: I participate in the handcrafted creation of pieces made of resin, paper, and other materials, in addition to leading the brand's commercial expansion. I have successfully driven product placement in local retail stores, I manage the online sales channel, and I coordinate wholesale orders for other businesses, ensuring a professional inventory flow.
Markets & Pop-up Logistics: I design the physical experience for local markets and bazaars. This includes booth installation, visual merchandising, and the logistics necessary to translate the brand’s digital essence into the physical world.
Weekly Strategic Planning: I participate in weekly decision-making meetings to define the launch calendar, review the financial health of the accounts, and adjust the brand narrative based on sales results.

The Impact:
The result is a brand synonymous with quality and community engagement. Beyond commercial success, Sinister Cupcakes has become a pillar of the local horror community (Durham Region), boosting the entrepreneurial ecosystem that surrounds us. My integral role in the project—from the technical engineering of the website to specialized copywriting and wholesale management—demonstrates that I am a professional capable of executing multiple disciplines with excellence. This project is a testament to my dedication to creating brands that stand out not only for their impeccable design but also for their ability to generate a real and positive impact on their environment.

Continue to: Green Roots

Main Contributions & Execution:

Blog Copywriting: I lead the content strategy, writing specialized articles on horror culture (SEO-oriented) that position the brand as an authority in the sector. I also draft all product descriptions and collaborate on specific scripts for audiovisual content.

Art Direction & Brand Extensions: While the brand image is a collaborative effort, I develop and implement all brand extensions: from business cards and physical stationery to visual designs for Facebook and Instagram, maintaining aesthetic coherence across all touchpoints.

Influencer Relations & Strategic Alliances: I act as the liaison to manage strategic collaborations with influencers, shops, and specialized creators. These alliances have allowed Sinister Cupcakes to act as a content curator, expanding our organic reach and authenticity.

Audiovisual Production & Raw Footage: I actively participate in creating social media content, acting as director of photography and video during shoots. I am responsible for capturing the raw material used for the brand's various Reels and TikToks.

Markets & Pop-up Logistics: I design the physical experience for local markets and bazaars. This includes booth installation, visual merchandising, and the logistics necessary to translate the brand’s digital essence into the physical world.

Weekly Strategic Planning: I participate in weekly decision-making meetings to define the launch calendar, review the financial health of the accounts, and adjust the brand narrative based on sales results.

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Sinister Cupcakes