Birmingham-based e-commerce agency, Cake, has announced the appointment of an all-new Creative Director. Luther Spicer, the latest addition to Cake’s senior leadership team, will be responsible for leading the agency’s in-house creative design and brand support.

Bringing over 20 years of experience specialising in branding and design, Luther’s brand-new role will see him create synergy between Cake’s creative offering for clients. The new appointment also coincides with an agency rebrand, offering a refreshed visual identity and enhanced holistic positioning, which has seen the agency change its name from Digital Cake to ‘Cake’.

Following an illustrious career in the world of design, Luther has previously worked freelance for Seedlip and Milly Grace, and as Head of Product Design and UX at Birmingham-based clothing brand, P&Co. Now at Cake, Luther will focus on driving best practices in branding and user experience by crafting experiences that deliver impact and make a difference.

Commenting on his new role at Cake, Luther said:

“I am thrilled to have been appointed as Creative Director at Cake. Having worked with the team on projects before, I’m no stranger to Cake as an agency and the great work that they do for retailers across the region. I’ve always admired the team’s ethos, and the culture that they have created, which reflects both within the business and through its clients.

“Within my new role as Creative Director of Cake, I want to ensure that as an e-commerce agency we’re putting the customer at the heart of every journey we create. Channelling a human-centred approach, I want to align the science behind e-commerce with creativity and design.”

The new addition to the team and agency rebrand, follow the recent appointment of Non-Executive Director, Andy Brown, who was appointed earlier this year. Following a monumental year for the agency, this new-look senior leadership team will help to drive forward the agency and client offering.

CEO and Founder at Cake, Chris Thomas, comments:

We’re so pleased to have Luther on board at Cake and cannot wait to see what this new and exciting chapter has in store for us. With his varied expertise and passion for brand experience, we are so pleased to be able to offer our clients the best in the business. The last four years have flown by, and in such a short space of time, we have achieved so much as an agency. With the recent growth and expansion of the business, we hope that the rebrand will continue to guide us on this exponential growth, and really cement Cake as the go-to e-commerce agency for retailers.”

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