Emily Eggers

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Emily Eggers

We first partnered with Molly Baz in 2021 to bring The Club, her fast-growing recipe membership, to life. After outgrowing Patreon, Molly needed a custom platform where her brand, voice, and creativity could shine. Wonderly designed and developed a self-hosted WordPress site powered by Memberful and Mailchimp, giving her complete ownership of her content, audience, and revenue.

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Today I Learned with Dr. Harini Bhat" written in bold black letters on a white background. | Wonderly

Services

Brand Identity • Sub-Brand Identity • Website Design • Photography Art Direction

Context

Emily was building a growing platform centered around recipes, recommendations, and thoughtful food content. She needed a cohesive brand system that could support both her personal brand and The Kitchen Table, her Substack, while creating a clear home for her audience to engage with her work.

The goal was to establish a visual identity that felt professional without feeling precious, reflecting both her culinary training and her approachable style.

Solution

We created complementary identities for Emily and The Kitchen Table, giving each a distinct presence while ensuring they felt connected. The visual direction balances warmth and refinement, creating a brand that feels equally at home sharing cooking techniques, seasonal recipes, and personal stories.

We extended that experience into a website designed to showcase her recipes, highlight favorite products, and encourage deeper engagement through her Substack. Along the way, we also established photography direction that reinforces the inviting, lived-in quality of her brand.

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Branding

The identity system was designed to reflect Emily's unique blend of expertise and accessibility. Drawing inspiration from the rituals of cooking and gathering, we created a visual language that feels timeless, welcoming, and editorial without becoming overly polished.

Alongside her personal brand, we developed a complementary identity for The Kitchen Table, creating space for a more intimate layer of content while maintaining consistency across her growing ecosystem.

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Website

The website was designed as a welcoming home for Emily's recipes, recommendations, and editorial content. Thoughtful pathways guide visitors from discovery to deeper engagement, whether they're exploring a seasonal recipe, browsing favorite kitchen essentials, or joining The Kitchen Table.

To support the experience, we established a photography direction rooted in warmth, simplicity, and connection. The imagery balances beautiful food with the moments that surround it, creating a visual world that feels inviting, lived-in, and true to Emily's approach to cooking. Together, the website and photography create a digital space that reflects her belief that good food is meant to be shared.

A woman serves pasta into a bowl in a kitchen. Next to her, text introduces Emily Eggers, a chef and recipe developer, with a photo of a completed pasta dish. | Wonderly
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Made Possible by Humans Like This

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Abby Arad (Your Stylist Says)

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Abby Arad (Your Stylist Says)

As one of Hollywood's most sought-after stylists, Abby Arad knows that great style is about more than what you wear. It's about perspective. Through her Substack, she shares that perspective with readers through outfit inspiration, recommendations, shopping edits, and personal insights. We partnered with Abby to create a branded editorial experience that feels unmistakably her while making the most of what Substack can offer.

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Abby Arad Header

Services

Substack Branding • Art Direction • Editorial Design • Content Assets

Context

Substack offers a powerful platform for building community, but its design limitations can make it difficult for creators to establish a strong visual identity. Abby needed a system that felt polished, recognizable, and aligned with her personal brand while supporting the wide range of content she shares with her audience.

The goal was to create an experience that felt less like a newsletter and more like stepping into Abby's world.

Solution

We developed a custom visual system designed specifically for Substack, including a new color palette, typography collection, branded headers, and editorial collage assets. Every element was crafted to elevate the reading experience and give Abby greater flexibility in how she presents recommendations, roundups, outfit inspiration, and personal stories.

The result is a Substack that feels cohesive, distinctive, and immediately recognizable, creating a stronger connection between Abby's content and her audience.

Substack Branding

Because Substack offers limited opportunities for customization, every branding decision needed to work harder. We established an expanded visual language through typography, color, and editorial art direction, creating a system that feels elevated, fashion-forward, and uniquely Abby.

To bring personality and consistency to every post, we created a library of custom content assets including branded headers, collages, and graphic treatments. These pieces help transform individual newsletters into a cohesive editorial experience while giving Abby flexible tools for showcasing products, styling advice, outfit inspiration, and recommendations.

The system allows her content to feel curated and recognizable at every touchpoint, even within the constraints of the platform.

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Made Possible by Humans Like This

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Two West

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Two West

Two West is redefining what talent management looks like for a new generation of category leaders. With roots in both New York and Los Angeles, they partner closely with creators, experts, and entrepreneurs to build businesses with lasting impact. We worked together to evolve their brand and digital presence, creating an experience that reflects the depth of their relationships and the strategic role they play in their clients' success.

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Two West Header

Services

Brand Refresh • Illustration • Website Design and Development • Creative Direction

Context

Two West had built a strong reputation and recognizable identity, but their brand no longer reflected the sophistication of their work. As their roster and influence continued to grow, they needed a visual system that positioned them as more than talent managers.

The opportunity was to honor the equity of the existing brand while creating a more elevated experience that communicated their role as long-term business partners and strategic collaborators.

Solution

We refreshed the visual identity through an updated color palette, typography system, and overall aesthetic while maintaining the recognizable logo their audience already knew. To bring greater personality and meaning to the brand, we developed a custom illustration system inspired by the places that shape their story, connecting the energy of West Hollywood and the West Village through a shared visual language.

The website extends that positioning, highlighting the depth of their services and the ecosystem they build around every client. The result is a brand experience that feels established, thoughtful, and deeply connected to the people it represents.

Illustrations

To reinforce Two West's relationship-driven approach, we created a series of custom illustrations inspired by the places, people, and connections that define the brand. Drawing from landmarks and landscapes across both coasts, the artwork reflects the company's roots in West Hollywood and the West Village.

The illustrations add warmth and character throughout the brand while telling a deeper story about collaboration, community, and the bridges Two West creates between talent, opportunity, and business growth.

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Website

The website was designed to communicate the full scope of what Two West offers. While many management companies focus solely on representation, Two West works as a strategic partner, helping category leaders build sustainable businesses and brands.

Through thoughtful messaging, custom illustration, and a more sophisticated visual system, the site positions Two West as both trusted managers and collaborative operators, creating a digital experience that reflects the caliber of their work and the ambitions of the clients they serve.

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In the Words of Our Clients

Adam Krasner

“Prepare to be unprepared. Wonderly's work unlocks business opportunities that previously seemed out of reach.”

Adam Krasner

Made Possible by Humans Like This

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Grace Elkus

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Grace Elkus

Grace Elkus has built a loyal audience through approachable, high-protein vegetarian recipes that make everyday cooking feel achievable and enjoyable. As her business continued to grow, she was ready to move beyond content alone and create deeper ways for her community to engage. We partnered with Grace to expand her existing brand and website, creating new opportunities for connection, education, and sustainable growth.

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Bowl of pasta in tomato sauce topped with pesto, basil, and ricotta next to a welcome message on a food blog homepage. | Wonderly

Services

Brand Expansion • Membership Strategy, Design, and Development • Website Design and Development • Email Design and Automations

Context

Grace came to us with an established brand and website, but as her audience and offerings evolved, her digital presence needed room to grow. She was preparing to launch The Pack, a self-owned membership experience, while also promoting cookbook pre-orders and expanding the ways her audience could engage with her content.

The opportunity was not only to create the platform for this next chapter, but to help define how her membership would fit within her broader business and deliver ongoing value to her community.

Solution

Rather than reinventing the brand, we expanded it. We introduced new colors, visual elements, and design treatments that added depth and flexibility while remaining true to the identity her audience already knew.

Alongside the design work, we partnered with Grace to shape the membership strategy and offering for The Pack, helping define the experience, structure, and value proposition before bringing it to life online. We then designed and developed new website experiences centered around the membership and cookbook launch, creating clear pathways for visitors to move from casual readers to engaged community members.

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Brand Expansion

The refreshed visual system builds on Grace's existing identity while introducing greater contrast, personality, and versatility. Through an expanded color palette and new graphic elements, the brand feels more dynamic and capable of supporting a wider range of content, products, and experiences.

The updates create consistency across every touchpoint while giving Grace more creative flexibility as her business continues to evolve.

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Website + Membership

At the heart of the expansion was The Pack, Grace's self-owned membership experience designed for home cooks looking for high-protein vegetarian meals they'll actually want to make again and again.

We created a dedicated membership experience that clearly communicates the value of weekly recipes, trusted resources, and thoughtfully organized content. The result is a space that feels welcoming, practical, and aligned with the approachable expertise that has made Grace's work so beloved.

By creating clearer connections between Grace's recipes, products, and membership offerings, the site now functions as a cohesive ecosystem designed to grow alongside her brand.

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Made Possible by Humans Like This

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Fig and Fizz

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Fig and Fizz

Figs and Fizz began as a creative outlet, a place for Maddy to share the beauty she found in everyday cooking. What started with food photography gradually evolved into recipes, stories, and a growing community gathered around simple meals and meaningful moments. We partnered with Maddy to create a brand and website that reflect the calm, approachable spirit at the heart of her work while supporting her vision for long-term growth.

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Today I Learned with Dr. Harini Bhat" written in bold black letters on a white background. | Wonderly

Services

Brand Identity • Illustration • Website Design and Development

Context

As Figs and Fizz evolved from a creative hobby into a growing platform, Maddy needed a brand and website that could support both her audience and her business goals. The challenge was creating a digital experience that felt warm and personal while making it easy for readers to discover recipes, return regularly, and engage with content in a sustainable way.

Solution

We created a visual identity centered around thoughtful typography, simple custom illustrations, and a warm, editorial-inspired aesthetic. The website was designed to showcase recipes, encourage exploration, and support future growth through a content-first structure optimized for discovery, repeat visits, and ad revenue integration.

The result is a digital home that feels every bit as inviting as the recipes themselves.

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Branding

The Figs and Fizz identity is intentionally understated, allowing the content to take center stage while giving the brand a distinctive point of view.

To complement the simplicity of the brand, we created a collection of custom illustrations inspired by the everyday moments that surround cooking and gathering. These subtle details add character throughout the site, reinforcing the warmth and creativity that define Figs and Fizz without distracting from the food itself.

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Website

The website was designed to support both connection and growth. Recipes are easy to discover and navigate, while thoughtful content organization encourages readers to explore, save favorites, and return often.

Built with long-term sustainability in mind, the site balances editorial storytelling with strategic functionality, creating opportunities for increased traffic, deeper engagement, and monetization through advertising. The result is a platform that supports Maddy's creative vision while providing a foundation for the future of the business.

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Made Possible by Humans Like This

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Cookbook Week

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Cookbook Week

We partnered with Cookbook Week to create a bold, joyful brand for a first-of-its-kind event celebrating cookbooks and the people behind them. From visual identity to website to promotional graphics, the goal was to build something that felt as vibrant, communal, and full of personality as the food world itself.

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Services

Branding • Website Design & Development • Marketing & Promotional Design

Context

Cookbook Week launched as a brand new event in San Francisco, bringing together authors, chefs, and food lovers for a multi-day celebration of food media and storytelling. As a new festival, it needed a strong, recognizable identity that could generate excitement, support ticket sales, and scale across a wide range of touchpoints, from digital to on-the-ground experiences.

The brand had to appeal to both industry insiders and everyday home cooks, while capturing the energy of live events, conversations, and shared meals.

Solution

We created a bold, highly recognizable brand identity built around color, typography, and rhythm. The logo system uses strong, playful type paired with a vibrant palette that feels energetic, modern, and easy to spot across platforms. From there, we extended the identity into a flexible design system that could support everything from the website to event graphics to social promotion.

The result is a brand that feels both organized and expressive, capable of holding a packed schedule of events, speakers, and experiences while still feeling fun and approachable.

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White text reading "COOK BOOK WEEK" in a bold, blocky font on a dark blue background. | Wonderly
Text graphic with the words "HEAD NOTES LIVE" in large, bold, cream-colored letters with a dark brown shadow. | Wonderly

Bringing together renowned cookbook authors, celebrated podcasts, and enthusiastic food lovers.

Branding

We wanted the branding to bring cookbooks to life. In the form of 2D branding, that meant making a design system that feels like it’s popping off of the screen or the page. We leaned into a dimensional style through both the main Cookbook Week logo and the experiences throughout the week.

It’s a brand that feels celebratory and confident, designed to stand out in a crowded cultural and food landscape.

Text "Cook Book Week" in bold yellow font with red, blue, and green geometric shadows on a beige background. | Wonderly

The most delicious week of the year.

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Website

The website acts as the central hub for the entire event, bringing together schedules, ticketing, talent, and event details in one clear and engaging experience. The design uses strong hierarchy and bold visuals to help users quickly navigate a packed lineup while maintaining a sense of excitement throughout.

It balances function and energy, making it easy to explore while still capturing the feeling of a live, can’t-miss event.

Website homepage banner for "Cookbook Week," a San Francisco event, with bold text over a close-up image of kiwi slices and event details listed on the right. | Wonderly
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Made Possible by Humans Like This

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Crimson Design Group

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Crimson Design Group

We partnered with Crimson Design Group to create a digital presence that reflects the level of care, sophistication, and attention to detail they bring to every project. Known for their highly personalized Red Glove client experience and refined interiors, Crimson needed a website that would communicate both their luxury positioning and their deeply collaborative approach.

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Services

Website Design & Development

Context

Crimson’s work speaks for itself, but their previous site did not fully capture the warmth, polish, and clarity of their process. As the studio continued to grow and take on more high-end residential and commercial projects, they needed a website that would better showcase their portfolio, communicate their values, and position them as a premium, full-service design partner. The new site needed to feel elegant, structured, and visually confident while remaining welcoming and easy to navigate.

Solution

We designed and developed a website that translates Crimson’s in-person experience into a digital one. The site balances striking portfolio imagery with thoughtful pacing, refined typography, and subtle interactions that reinforce a sense of luxury and calm. Clear pathways guide prospective clients through Crimson’s process, expertise, and philosophy, helping them understand not just what the studio creates, but how it feels to work with them.

Website

The final site functions as both a portfolio and a positioning tool. Large-scale imagery, restrained layouts, and intentional whitespace allow each project to shine while maintaining a cohesive visual rhythm throughout. Structured navigation and carefully framed messaging highlight Crimson’s collaborative approach and signature Red Glove service, ensuring the experience feels polished, personal, and trustworthy from the very first scroll. The result is a website that supports Crimson’s continued growth while reinforcing their reputation as a design studio where every detail is handled and every decision is made together.

A stylish interior features a billiards table, maroon bench, wall art, and modern lighting in a boutique setting labeled "The Fairfax Boutique. | Wonderly
A beige poster titled "Our Team" lists four values: Crimson Spirit, Excellence, Life Well Lived, and Growth Mindset, each with a colored icon. | Wonderly
A modern living room with a brown leather sofa, patterned pillows, fireplace, bookshelves, and framed artwork on a deep green wall. | Wonderly
Two yellow leather chairs and a bench sit in a stylish lobby with red paneled walls, floral screens, and plants, promoting a boutique multifamily development in Columbus, Ohio. | Wonderly
Testimonial text on a decorative botanical background praising Cheryl and her team for transforming a client's home with thoughtful design and creative additions. | Wonderly
Three interior photos under the categories Experiential, Spaces, and Travel, displayed on a teal background with the heading "Browse By Category. | Wonderly
A grid of five blog post previews features article titles, category labels, and images including colorful wallpaper, a floral lampshade, and framed art on a wall. | Wonderly

In the Words of Our Clients

A woman with short blonde hair, red lipstick, and gold jewelry smiles while looking to the side in a well-lit indoor setting. | Wonderly

“I am so grateful for all of you and making the website process so pain-free for me and my team. It’s such a testament on how well you have your process down. I’m so proud of the work that we’ve all done together!”

Cheryl Stauffer

Made Possible by Humans Like This

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Ayoh!

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Ayoh!

When Molly Baz launched Ayoh, the goal was to build more than a condiment company. It needed to feel like a full brand world from day one. We partnered with the Ayoh team to design and develop the digital home for the brand, translating its bold personality into an interactive ecommerce experience and continuing to evolve the site as the company grows.

Visit the site
Four bottles of Ayoh! Foods mayo sauces—Dill Pickle, Hot Giardinayo, Tangy Dijonayo, and Original Mayo—are displayed upright against a yellow background. | Wonderly

Services

Shopify Design & Development

Context

While the packaging and core visual identity were created by Center, Ayoh needed a website that could carry that energy into the digital space. The launch site had to introduce a brand new product, establish tone and personality, and convert curious visitors into customers. Beyond launch, the team also needed an ongoing partner to design and develop new pages, campaigns, and features as the brand expanded.

Solution

We designed and built a brand-forward Shopify experience that feels playful, immersive, and unmistakably Ayoh. The site uses custom animations, interactive moments, and bold visual pacing to bring the packaging to life online while extending Molly’s larger brand voice into a dedicated product world. Since launch, we have continued to collaborate with the team on new features, page designs, and site updates so the digital experience evolves alongside the brand’s growth.

Website

We designed and built a brand-forward Shopify experience that feels playful, immersive, and unmistakably Ayoh. The site uses custom animations, interactive moments, and bold visual pacing to bring the packaging to life online while extending Molly’s larger brand voice into a dedicated product world. Since launch, we have continued to collaborate with the team on new features, page designs, and site updates so the digital experience evolves alongside the brand’s growth.

A bottle of Ayoh Foods Hot Giardinayo sauce lies on a plate with pickled vegetables, aioli, and olive oil; product details and purchase options are shown on the right. | Wonderly
Two hands squeeze bottles of sauces onto a large sandwich filled with meat and coleslaw, next to an orange panel explaining the concept of "sando sauce. | Wonderly
Two sandwiches on a white background: one Italian hoagie cut in half, and a bacon, egg, and cheese sandwich, with labeled text and "Pairs well with" in bold letters. | Wonderly
Two sandwiches are shown: an Italian hoagie stacked with deli meats, and a bacon, egg, and cheese sandwich on a bun. Text reads "Pairs well with. | Wonderly
Orange graphic with a cartoon slice of bread saying "PASS THE SAUCE!" Above the quote “THE BEST THING SINCE SLICED BREAD.” attributed to Matty Matheson. | Wonderly
A woman in a red outfit holds a plate of fries in one hand and eats a fry with the other hand, smiling in a kitchen setting with text about Molly Baz below. | Wonderly
A bottle of Ayoh! Foods Hot Giardinayo sauce is shown with labels highlighting pickled veg relish, Calabrian chili, and cherry peppers as key ingredients. | Wonderly
Text in large orange letters reads: “EZEL SPREAD! SPOON! SMEAR! DIP! DUP!” on a white background with an orange border. | Wonderly
A stacked sandwich with meats, cheese, and veggies is displayed below bold text reading "Molly's Sando of the Mome" and a list of ingredients next to an orange "Hot-Ass Hoagie" label. | Wonderly

In the Words of Our Clients

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“Working with Wonderly has been a total win for Ayoh. They’re sharp, driven, and super organized. They brought that energy from start to finish. They really listened to our ideas and goals, collaborated with us every step of the way, and were always open to iterating until things felt just right. The final site is beautiful—it clarified our brand and nailed the creative vision. They move fast, have a sharp eye for design, and always keep strategy front and center.”

David McCormick

Made Possible by Humans Like This

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Downtime

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Downtime

We partnered with Alisha Ramos to expand the world of Downtime beyond the inbox. What began as a beloved Substack newsletter about rest, creativity, and joyful discoveries grew into a visual ecosystem, from a cozy content-rich website to a distinctive brand system that made every post feel instantly recognizable.

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A plain beige rectangle bordered by three thin green lines and one thin yellow line, forming a simple, layered frame around the empty central area. | Wonderly
A stylized black snail icon followed by the text "Slow Food" in black, using a clean, serif font. | Wonderly

Services

Website Design & Development • Substack Branding • Illustration

Context

Downtime had already built a loyal audience through its thoughtful, personality-driven newsletter, but the brand itself hadn’t yet been fully translated into a visual system. Alisha wanted a home for evergreen content like book recommendations and curated discoveries, along with a cohesive look that could carry across Substack posts, promotional graphics, and future growth. The challenge was creating something structured enough to organize a growing archive, while still feeling warm, slow, and delightfully human.

Solution

We built a visual and digital system for Downtime that made the brand feel as intentional and inviting as the writing itself. At the center of the identity is a custom snail illustration, a quiet, memorable symbol of rest, slowness, and moving through life with care. From there, we developed a flexible design language that could stretch across a content-driven website, Substack posts, and promotional graphics, giving Downtime a recognizable presence wherever it showed up.

Website

We designed and developed a cozy, editorial-style website that gave Downtime a permanent home beyond the inbox. The site was built to highlight evergreen content like book lists, recommendations, and past discoveries, making it easy for readers to browse, revisit, and share. Soft colors, playful layouts, and thoughtful typography kept the experience warm and personal, capturing the feeling of stumbling on something lovely and wanting to linger a while. Even though the brand now lives fully on Substack, the site remains a snapshot of how expansively Downtime could live online.

A simple illustration of a slice of cake, a bouquet of flowers, and a dog, each drawn in different colors on a plain background. | Wonderly
A woman sits barefoot on the floor with her knees up, wearing a white sweater and blue jeans, next to text describing her background as a longtime online writer and homebody. | Wonderly
A webpage section titled "the journal" displays three posts: a shopping basket, a painted tabletop scene, and a kitchen, each labeled as resource or announcement. | Wonderly
Split screen with "the library" on the left showing a book titled "Swipe Up for More!" and "the shop" on the right with a stack of papers and a tag reading "BOOKS SAVES HOME CLOSET. | Wonderly

Substack Branding

Alongside the site, we created a full Substack brand system that transformed each issue into a cohesive visual experience. We designed the snail logo, title graphics, collage styles, and in-post elements that helped structure the newsletter while keeping it expressive and human. The result was a toolkit Alisha could use again and again, allowing Downtime to feel consistent without ever feeling templated, and reinforcing the sense that each issue is a small, carefully assembled world.

Book cover of "Ruth" by Kate Riley displayed on a pale yellow background with text reading "Our August Pick" and "Downtime Book Club. | Wonderly
A collage of autumn items: a tan coat with a green sweater, sliced pumpkin bread, a green cardigan, a pumpkin spice candle, and cinnamon sugar donuts on a brown patterned background. | Wonderly
A collage with “Recs #96” text, a red striped bag, a colorful knit tote, a cookbook, and a handwritten quote about creative people on a notecard, all on a red background. | Wonderly
A ruffled pillow and striped bedding with the text "recs #111" in large yellow letters over the image. | Wonderly
Author Carley Fortune stands by a bookshelf, smiling, with her books "Meet Me at the Lake" and "Every Summer After" displayed on the shelf. | Wonderly
Screenshot displaying a website's "Books to Read This Fall" section and a weekly recommendations page featuring books, home items, and a highlighted reading pick. | Wonderly

Made Possible by Humans Like This

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Glam Studio

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Glam Studio

We partnered with Glam Studio to create a digital presence that reflects the sophistication of their interior design work. Their work balances historic architecture with modern living, and the website needed to communicate that same sense of warmth, and confidence.

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Services

Branding • Website Design & Development

Context

Glam’s previous site was built on a basic website template that didn’t reflect the caliber of their work or the type of projects they were beginning to attract. As the studio matured, they needed a more elevated online presence that would position them for larger renovations, design-forward clients, and more editorial visibility. The goal was to move away from a “small studio” feel and toward something more refined, architectural, and portfolio-driven.

Solution

We developed a brand and website experience centered on restraint, pacing, and visual storytelling. Instead of relying on heavy copy, we let the work speak first, building a photo-led structure with subtle motion, thoughtful spacing, and a calm rhythm that mirrors how their interiors feel in real life. The brand system introduced typography, color, and layout rules that feel timeless rather than trendy, giving Glam a foundation they can grow into as their portfolio expands.

Website

The final site is intentionally minimal and immersive, with the homepage unfolding as a smooth, image-driven scroll that highlights texture, light, and detail across projects. They layout feels editorial and spacious, allowing each project to breathe while reinforcing a sense of polish and credibility. The result is a portfolio that positions Glam Studio as established and design-led, while still feeling warm, personal, and true to their philosophy.

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A stylish living room features a white fireplace with a mirror above, chandelier, armchair, and modern lamp; the text promotes historical interior design for brownstone and pre-war homes. | Wonderly
Mobile 2
A beige graphic displays headlines from Brownstone, Dezeen, and Architectural Digest, each with a short project description and a "read story" link. | Wonderly
A collage of interior design images featuring yellow walls, shelves with decor, a marble sink, and a gold faucet, shown on a webpage for Glam Studio. | Wonderly
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In the Words of Our Clients

A man sits in a brown chair while a woman in a blue jumpsuit stands beside him in a room with wooden shelves and various decorative items. | Wonderly

“Our website now includes a beautiful new portfolio spread and a robust catalogue of our favorite selections from past and current projects. We’re so excited to have an easy way to share our curated design picks in a very easy, intuitive way in addition to showcasing out projects.”

Aubrey

Made Possible by Humans Like This

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Easy Gay Oven

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Easy Gay Oven

Easy Gay Oven is Eric King’s playful, expert-led baking newsletter. With a focus on approachable yet elevated recipes and a dash of life, culture, and travel commentary, Eric needed a brand and design system that could support a growing, engaged Substack audience while conveying both professionalism and personality.

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A man stands at a table holding a slice of chocolate cake. The table displays fruit, candles, flowers, utensils, and the rest of the cake. | Wonderly
The logo features the text "easy gay oven by Eric King" in yellow on a blue background, with a whisk graphic above the word “oven.”. | Wonderly

Services

Substack Branding & Post Design Assets • Illustrations

Context

Eric’s Substack was already gaining momentum, but the visual identity didn’t fully reflect the warmth, humor, and expertise of the content. He wanted a cohesive system that could be used across his posts and social channels, making every recipe feel like an event and every newsletter feel unmistakably Easy Gay Oven.

Solution

We created a complete brand suite to elevate Easy Gay Oven online. This included a logo suite with playful nods to baking tools, a set of custom illustrations, post image templates, and custom separators for newsletters. The system is flexible enough for ongoing use, giving Eric a signature look that feels consistent, inviting, and fun for both free and paid subscribers.

A horizontal decorative border featuring a repeating wavy and leaf-like pattern in brown on a white background. | Wonderly

Substack Branding

The Substack design system transforms each post into a brand experience. Every title graphic, in-post illustration, and divider reinforces the personality of Easy Gay Oven, making content feel curated and intentional. Subscribers can instantly recognize Eric’s work, whether they’re checking a recipe, scrolling through a newsletter, or revisiting an old post in the archive. The overall effect is approachable, confident, and playful, just like Eric himself.

Text on a blue background reads "easy gay oven by Eric King" in large, cream-colored letters. | Wonderly
A brown background with the word "ego" in beige, vertically stacked inside an oval outlined with dotted lines. | Wonderly
Simple blue line drawing of a squid on a beige background with rounded corners. | Wonderly
A simple line drawing of a rectangular baking tray holding twelve round muffins or cupcakes. | Wonderly
Simple blue line drawing of an eyelash curler on a beige background with rounded corners. | Wonderly
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Screenshot of the Easy Gay Oven website homepage, showing recipe posts with images, including a central “recipe index” feature and a top navigation bar. | Wonderly
A slice of gingerbread olive oil loaf cake topped with three dollops of mascarpone whipped cream, served on a white plate with a patterned rim. | Wonderly
Two horizontal blue lines, the top line formed by evenly spaced vertical bars and the bottom line appearing as a dense, hazy band, both set against a light background. | Wonderly
A baking dish of eggnog bread pudding next to a plate with a serving of bread pudding topped with sauce and a fork. Recipe ingredients are listed below. | Wonderly
Two plates on a table: one with eggnog bread pudding topped with sauce, the other with gingerbread cake slices topped with white frosting. | Wonderly
A close-up of a passion fruit pie with a golden meringue topping, beside a text recipe and a sketch of a whisk and bowl at the top. | Wonderly
A round chocolate cake topped with halved passion fruits, yellow petals, and passion fruit seeds, placed on a marble surface. Recipe ingredients are listed below the image. | Wonderly
ornaments (1)

Made Possible by Humans Like This

A red heart illustration with purple cartoon-like arms stretched out to the sides on a transparent background. | Wonderly

Caroline Chambers

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Caroline Chambers

We partnered with Caroline Chambers to rebrand What to Cook When You Don’t Feel Like Cooking into a full brand ecosystem. We defined her visual identity, designed and developed her website, and created a cohesive Substack design system that supports her rapidly growing community of over 610,000 subscribers. The goal was to unify her platforms under one confident, craveable brand while building the structure needed to scale subscriptions, partnerships, and product offerings.

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Text "caroline chambers" in bold, rounded white font centered on a background of alternating vertical pink and green stripes. | Wonderly
A woman holding a sandwich stands with two children in a kitchen, with sandwiches, pickles, and plates of food on the counter in front of them. | Wonderly

Services

Branding • Website Design & Development • Substack Branding & Post Design Assets

Context

Caroline had built enormous momentum around her newsletter, What to Cook When You Don’t Feel Like Cooking. It had grown into a full ecosystem, including paid tiers, a robust archive, live cooking demos, brand partnerships, and a bestselling cookbook. Her audience was massive and deeply loyal, but the brand needed greater refinement and cohesion across platforms.

The Substack experience, website, visual identity, and promotional assets all needed to feel unmistakably Caroline: colorful, confident, and warm, while also supporting continued growth, monetization, and long-term scalability.

Solution

We built a brand and digital system that felt as satisfying as her recipes: layered, joyful, and incredibly functional. Every touchpoint was designed to reinforce clarity, personality, and value. The result is a cohesive brand world that feels effortless, even though every detail was intentional.

A woman smiles while preparing food next to a large sign promoting her cookbook titled "What to Cook When You Don't Feel Like Cooking" with an "Order Now" button. | Wonderly

Branding

Caroline’s brand needed to feel vibrant and fun, but grounded. We leaned into soft pastels, bold food-forward imagery, and typography that feels friendly and confident. The identity mirrors her cooking style: unfussy but impressive, comforting yet elevated.

Text graphic with large words "what to cook" and smaller text "when you don’t feel like cooking" and "with Caroline Chambers" on a plain background. | Wonderly
A woman in a floral dress sits smiling on a light blue chair; text reads “so into that” and “A podcast by Caroline Chambers” on a striped blue and green background. | Wonderly
A cream background with a blue circle in the center containing the words "what to cook" in bold white text. | Wonderly
A simple illustration of a pink wine glass and a yellow steaming coffee cup on a beige background. | Wonderly
Simple blue line drawing of a cooking pot with two handles, centered on a beige background with rounded corners. | Wonderly
Simple line drawings of a tomato in red, a yellow pepper, and a green bell pepper on a beige background. | Wonderly
Simple drawing of three stacked bowls, outlined in pink, with wavy green and yellow lines on a beige background. | Wonderly

Website

The website was designed as both a marketing engine and a conversion funnel. We clarified her offers and organized them into an intuitive and joyful experience. The structure supports discovery while driving subscription growth. It feels abundant, like her archive of recipes, but not overwhelming.

Three plates of colorful food above a promotional banner for the "What to Cook" community, listing benefits like weekly recipes, meal plans, and a newsletter. | Wonderly
A smiling family of five stands together in a kitchen holding two young children, with a sign promoting a cookbook titled "what to cook when you don't feel like cooking make it fast. | Wonderly
A recipe page displays three meal options and highlights Beef Basil Bowls with Coconut-Ginger Rice, listing ingredients, a photo of the dish, and step-by-step cooking instructions. | Wonderly

Substack Branding

We transformed the What to Cook posts into a fully realized brand experience. We designed a What to Cook logo that pairs seamlessly with her primary Caroline Chambers logo, along with flexible title graphic templates her team can continue to use and evolve. We created in-post headers, custom separators, and supporting visual elements that bring structure and personality to every recipe. We also designed thoughtful extensions, like a printable recipe PDF, to increase usability and perceived value. Each Saturday delivery now feels intentional and premium, elevating “what to cook” into a ritual her subscribers genuinely look forward to.

Banner reads “what to cook when you don’t feel like cooking with Caroline Chambers,” with a pink sticker that says “Join our Substack community!” on a cream background. | Wonderly
Woman cooking at a stove in a white kitchen, smiling at the camera; text reads "Kitchen Chat with Francie Thompson (aka Crash!)" on a yellow background. | Wonderly
Four colorful book covers alongside text on a striped green and blue background that reads "so into that. | Wonderly
Split image with "Kitchen Chat with Joanna Goddard" in bold text on the left, and a woman standing outdoors in casual clothing on the right. | Wonderly
Two men sit talking on a couch in one photo; a bowl of oatmeal with a spoon rests on a blue towel in another. Text reads: "SO INTO THAT: A Culinary Ode to Shane and Ilya. | Wonderly

In the Words of Our Clients

A woman smiles while eating salad, holding a bowl, as a toddler sits on the counter holding a colander with salad ingredients. | Wonderly

“Love love LOVE working with the Wonderly team!”

Caroline Chambers

Made Possible by Humans Like This

A red heart illustration with purple cartoon-like arms stretched out to the sides on a transparent background. | Wonderly

Hailee Catalano

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Hailee Catalano

We partnered with Hailee Catalano to design and develop a digital home for her growing recipe platform. As a trained chef turned content creator, Hailee’s mission is simple: make restaurant-quality food feel achievable at home. We built a website, illustration system, and email experience that reflect her warmth, expertise, and belief that cooking should feel fun, not intimidating.

Visit the site
A person in a blue checkered shirt, light jeans, and yellow Adidas sneakers sits in a wooden booth at a diner, with condiments on the table and their reflection visible in the mirror. | Wonderly
Text "HAILEE CATALANO" in bold orange letters on a cream rectangle, centered over an orange grid pattern on a peach background. | Wonderly

Services

Website Design & Development • Illustrations • Email Design

Context

Hailee’s audience discovered her through TikTok and Instagram, where her approachable teaching style and chef-level technique quickly built a loyal following. As her recipe library expanded and media features grew, she needed a centralized, searchable platform that could house her recipes, support her cookbook, and deepen connection with her audience beyond social media.

The challenge was creating a site that felt as inviting and clear as Hailee’s videos while also adding structure, discoverability, and long-term scalability to her growing brand.

Four photos: a platter with assorted vegetables and eggs, people serving pasta and salad, a slice of cake on a plate, and three parfait desserts in glass cups. | Wonderly

The Solution

The website was designed to prioritize clarity and usability while maintaining a warm, editorial feel. Clean layouts, generous spacing, and strong food photography allow each recipe to shine, while intuitive filtering and search functionality make exploration effortless. Built with mobile use in mind, the site supports real-time cooking with features like Cook Mode and easy-to-follow formatting. The result is a digital experience that feels supportive and practical, like having a chef in your kitchen guiding you step by step!

A bowl of roasted strawberry and rhubarb sundae topped with ice cream and granola sits on a tile-patterned background next to text describing the recipe. | Wonderly
Illustration with the text "Summer Seasonal Recipes" and "view all", featuring sketched fruits and vegetables including cherries, strawberry, and a chili pepper. | Wonderly
A recipe menu graphic with handwritten-style categories: appetizer, breakfast, main course, side dish, and dessert. A "View All Recipes" button is at the bottom. | Wonderly
A menu titled "most loved recipes" featuring images and names of four dishes: Strawberry and Cream Cake, Spicy Chicken and Escarole Soup, Leeky Twice Baked Potatoes, and Coconut Cake with Whipped Ricotta Frosting. | Wonderly
A woman sits on a kitchen counter holding an orange and smiling, surrounded by fruits and kitchen items, with text introducing her as Hailee, a recipe creator. | Wonderly
A recipe index page displaying three recipe images: Ham and Cheese Quiche, Peach Calabrian Chili Jam, and Spicy Zucchini and Bean Stew with Creamed Swiss Chard and Eggs. | Wonderly

Illustrations

We knew Hailee's cookbook would have illustrations before the book was published so we developed a set of hand-drawn illustration elements that add texture and personality throughout the site. This helped tie in the aesthetic from her cookbook, By Heart, seamlessly.

Hand-drawn illustrations of a baguette, salad, strawberry, and cake with the words: appetizers, breakfast, main course, side dish, and dessert scattered across a beige background. | Wonderly
Two panels with simple line drawings of vegetables (carrot, celery, onion, cabbage) on the left, and fruits (tomato, cherry, strawberry, pepper) on the right, on a beige background. | Wonderly

Email Design

We also designed a cohesive email template system to support Hailee’s monthly newsletter and recipe updates. The emails extend the website’s visual language into the inbox, using thoughtful hierarchy, warm color moments, and clear calls-to-action. Designed for readability and engagement, the templates help transform casual followers into a connected, returning community.

Screenshot of a recipe website featuring Hailee Catalano, with sections for cookie and main course recipes, images of dishes, and a Thanksgiving prep guide. | Wonderly

In the Words of Our Clients

A person with short hair sits at a diner booth, wearing a blue checkered shirt, light jeans, and yellow Adidas sneakers. Condiments are on the table beside them. | Wonderly

“Working with Wonderly is exactly that. Just wonderful! My website has been transformed into such a beautiful, fun, and user friendly space that my followers absolutely love!”

Hailee

Made Possible by Humans Like This

A red heart illustration with purple cartoon-like arms stretched out to the sides on a transparent background. | Wonderly

The Pasta Queen

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The Pasta Queen

We partnered with Nadia Caterina Munno, known to her audience as The Pasta Queen, to create a digital presence that feels as bold, expressive, and unmistakable as she is. From brand identity to website to email design, the goal was to build a cohesive visual world that could support her growing platform while capturing the drama, humor, and confidence her audience loves.

Visit the site
Red cursive text reads "the Pasta Queen" on a light beige striped background. | Wonderly
A woman in a colorful outfit holds up spaghetti above a plate, smiling outdoors at a table set with spaghetti and lemons. | Wonderly

Services

Branding • Website Design & Development • Email Marketing Design

Context

Nadia’s brand was expanding quickly across multiple channels, from her cookbook and TV show to products, a membership, and digital content. She needed a visual system that could bring everything together and give her team consistency as the brand continued to grow. The public website also needed to act as a central hub while still feeling full of personality and presence.

Solution

We created a full brand system for The Pasta Queen that blends elegance, playfulness, and a touch of theatrical flair. This included a logo suite, custom patterns, and illustrations that carry across platforms. We brought that identity into a new public website designed to feel immersive and expressive, along with email templates that extend the brand into her audience’s inbox. Together, the system gives her a recognizable, flexible foundation that can grow with her.

A woman in a patterned dress holds strands of pasta in a commercial kitchen, smiling at the camera. | Wonderly

Glamour, humor, and Italian heritage.

Branding

The identity leans into Nadia’s signature mix of glamour, humor, and Italian heritage. We designed a bold logo along with custom patterns and illustrated details that give the brand texture and personality. These elements help everything feel cohesive, whether it’s a product launch, a recipe drop, or a promotional moment.

Pink background with red cursive text and pasta illustrations; phrases include “Bold, Beautiful, Bellissima,” “A Love Letter to Italian Cooking,” and “Pasta First, Questions Later.”. | Wonderly
Illustration of a bowtie pasta, spiral pasta, elbow macaroni, and a lemon on a yellow background with a pasta pattern. | Wonderly

Website

The public website was designed to feel like stepping into Nadia’s world. It guides visitors through her recipes, shows, products, and membership while keeping her voice and energy front and center. Rich visuals, layered typography, and expressive graphic elements help the site feel lively and confident without overwhelming the content.

A smiling woman sits next to various pasta ingredients. The website promotes online Italian cooking classes called "Royal Court of Pasta" with options to join monthly or annually. | Wonderly
Mobile webpage for The Pasta Queen promoting cookbooks, featuring floral and lemon illustrations, blue striped background, and white text inviting users to explore the collection. | Wonderly
Three people in a kitchen, two men in green aprons and a smiling woman holding a rolling pin, stand behind a counter with dough. | Wonderly
A woman sits on a blue scooter holding a basket of vegetables next to a large image of the cookbook "The Art of Italian Cooking" by Nadia Caterina Munno. | Wonderly
A smiling woman in a kitchen holds up fresh pasta. Text offers a free recipe every Thursday via a weekly email newsletter. | Wonderly

Email Marketing

We also created templates for her free newsletter so the brand extends seamlessly into the inbox. Using the same typography, colors, and motifs as the website, each send feels connected to the larger Pasta Queen universe. The result is an email experience that feels polished, recognizable, and fully on-brand.

A colorful collage of website sections featuring Italian food, recipes, a cookbook, a woman eating pasta, and promotional banners for cookbooks and Q&A events. | Wonderly

Made Possible by Humans Like This

A red heart illustration with purple cartoon-like arms stretched out to the sides on a transparent background. | Wonderly

GrossyPelosi

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GrossyPelosi

We partnered with Dan Pelosi of GrossyPelosi to create a brand and website as dynamic as his world. A website that could house recipes, guides, cookbooks, media, affiliate products, and a deeply engaged community all in one place. The goal was to design a digital home that felt warm, nostalgic, and unmistakably Grossy while also functioning as a powerful business engine behind the scenes.

Visit the site
Screenshot of Dan Pelosi’s website, GrossyPelosi, featuring Dan smiling at a table with a red checkered tablecloth, holding utensils, and text inviting users to find recipes. | Wonderly

Services

Branding • Website Design & Development • Email Design

Context

Dan’s platform had evolved far beyond recipes. Between bestselling cookbooks, seasonal guides, media appearances, live events, product collaborations, and his Grossery List, he needed a centralized ecosystem that could support multiple revenue streams and content types without feeling overwhelming.

The challenge was building a site that could do a lot (affiliate linking, cookbook promotion, searchable recipes, newsletter growth, press features, guides, and merch) while still feeling like a cozy Italian-American kitchen where everyone is welcome.

Solution

We designed and developed a multi-layered website that balances personality with performance. The new GrossyPelosi.com organizes Dan’s expanding universe into intuitive pathways: recipes, guides, cookbooks, press, shop, and The Grossery List. Behind the warmth and humor is a powerful backend structure that supports affiliate revenue, email capture, product launches, and content discoverability. The result is a platform that feels joyful and nostalgic on the surface, but strategically built for growth underneath.

A person in a green and white striped shirt sits at a table with a bowl of tomatoes, holding one tomato and smiling against a green background. | Wonderly

A cozy Italian-American kitchen where everyone is welcome

Branding

The branding embraces Dan’s “gay Pinterest Mom” persona: sentimental, celebratory, and a little cheeky. Bold typography, nostalgic color cues, playful badges, and layered graphic moments reflect his love of tradition and storytelling. The identity system supports everything from cookbook launches to holiday guides, allowing the brand to flex seasonally while staying instantly recognizable.

A blue scalloped circle with the words "Live Laugh Love" in light green cursive font, centered on a solid yellow background. | Wonderly
A green circle with yellow cursive text reading "I live here now" on an orange background. | Wonderly
Red starburst shape with the white cursive text "Let's go girls" and a small white heart on a solid blue background. | Wonderly

Website

The website was built to carry complexity without sacrificing clarity. We developed a searchable recipe system, structured seasonal guides, press and media archives, cookbook promotional modules, and integrated newsletter capture throughout. Every page is designed to feel inviting and warm while guiding users toward meaningful actions like ordering a book, exploring a guide, shopping favorites, or joining the Grossy mailing list. It’s editorial in feel, but strategic in execution.

A promotional graphic announces Dan Pelosi's new cookbook "Let's Party," available September 2023, with a preorder button and an image of the book featuring party food. | Wonderly
A smiling man in a green and white striped shirt sits at a table with a bowl of tomatoes. Text below introduces him as Dan Pelosi, creator of GrossyPelosi recipes. | Wonderly
A recipe webpage highlights "Peanut Butter and Banana Bread" under sweets, showing a sliced loaf on a wooden board with a knife. | Wonderly
Cover of "Let’s Eat" cookbook by Dan Pelosi, featuring various Italian dishes, with options below to buy standard or signed copies. | Wonderly
Book tour dates for Hillsdale, NY on August 30 at Copake/Hillsdale Farmers Market, and Brooklyn, NY on September 2 at St. Ann's Church. Tickets available for both events. | Wonderly
Screenshot of a recipe website showing a search bar, category links, and featured recipes: Peanut Butter and Banana Bread, Grossy’s Vodka Sauce, Green Goddess Potato Salad, and Any Fruit Crisp. | Wonderly

The Grossery List is Dan’s curated affiliate system featuring his favorite pantry staples, kitchen tools, and “can’t live without” items. We built a flexible structure that allows for easy updates, categorized browsing, and seamless affiliate linking. It transforms personal recommendations into a meaningful revenue stream while maintaining the authenticity and trust his audience relies on.

Logo with "The Grossery List" in stylized script on an orange oval, set against a white background with a blue checkerboard pattern at the bottom. | Wonderly
Two web page mockups for "The Grossery List" feature assorted products, including a book, robe, cookware, green shoes, and canned goods, with checkered borders and link buttons. | Wonderly
A man wearing a yellow cap and blue shirt sits at a table with bowls of food, smiling at the camera in an outdoor setting with artistic murals in the background. | Wonderly

Live, Laugh, Laugh

In the Words of Our Clients

A man in a green and white striped shirt sits at a table with tomatoes, smiling and looking slightly upward. The background is solid teal. | Wonderly

“Working with Wonderly is simply... wonderful! Whether troubleshooting an issue on my website, creating new graphics to support a social media launch, or building a newsletter template, Wonderly is hands-on and goes above and beyond to bring the vision to life. They are a team of experts who excel at making the client-side experience easy and stress-free. Chef's kiss!”

Dan Pelosi AKA GrossyPelosi

Made Possible by Humans Like This

A red heart illustration with purple cartoon-like arms stretched out to the sides on a transparent background. | Wonderly

Turkuaz Kitchen

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Turkuaz Kitchen

We partnered with Betül Tunç of Turkuaz Kitchen to create a refined brand and website that reflect the heart of her work: food rooted in tradition, beauty, and storytelling. Known for her cinematic baking videos and bestselling cookbook, Betül needed a digital home that could hold recipes, travel, product recommendations, and long-form storytelling while preserving the warmth and intention that define her world.

Visit the site
Turkuaz Kitchen 1

Services

Branding • Website Design & Development

Context

Turkuaz Kitchen is more than a recipe platform - it’s an immersive expression of heritage, craft, and quiet luxury. Betül’s content blends old-world technique with modern storytelling, creating a deeply loyal audience drawn to both her recipes and her aesthetic. As her platform expanded to include a New York Times bestselling cookbook, travel content, and curated recommendations, she needed a cohesive visual system and digital experience that felt elevated, timeless, and distinctly her.

The challenge was building a site that felt as artful as her photography and video content without sacrificing usability or structure.

Solution

We developed a visual identity and custom website that bring Turkuaz Kitchen’s sense of romance and refinement into a cohesive digital space. Drawing from natural textures, muted tones with bright accent pops, and heritage-inspired details, the brand system feels classic yet contemporary. The website balances editorial storytelling with functional clarity, allowing recipes, cookbook promotion, travel features, and product recommendations to live seamlessly together. Every element was designed to feel intentional and grounded.

A woman in historical clothing serves tea and food to a seated girl at a small table by a window, with bread, fruit, and jam visible. | Wonderly

Food that feels like home. rooted in tradition, made with intention.

Website

The website was designed to feel immersive, mirroring the warmth and depth of Betül’s visual world. Generous spacing, serif typography, and handdrawn elements create a sense of calm, while structured navigation ensures visitors can easily explore recipes, cookbook details, travel stories, and curated recommendations. The result is a digital experience that feels like stepping into her kitchen: sunlit, deliberate, and full of story.

Desktop 1
A woman in a hat and vest smiles while holding a basket of fresh vegetables. Text introduces Betül Tunc of Turkuaz Kitchen and invites readers to learn more. | Wonderly
A hand arranges edible flowers on a sheet of dough; below is a Substack newsletter signup promoting recipes and reflections by Betül. | Wonderly
A promotional image for the cookbook "Turkuaz Kitchen" by Betül Tunç, showing the book cover featuring a woman preparing food, with a New York Times Bestseller badge. | Wonderly
A yellow house with green shutters and a balcony is surrounded by bright pink flowers under a partly cloudy sky. Text above describes summer travel plans. | Wonderly
Desktop 2

A Community That Feels at Home

Three user comments praise a website; comments highlight exceptional quality, excellent content, many recipes, and beautiful design. | Wonderly
Two user comments praising a website: Julie highlights helpful notes and pictures, while Maëlle appreciates clear metrics and easy navigation. | Wonderly
Three user comments praising a new website for its attractive design, warmth, friendliness, and delicious recipes. Each comment is accompanied by a name and date. | Wonderly
A smiling woman in a kitchen holds up pasta. Text below offers a free recipe every Thursday via a newsletter, encouraging home cooking with confidence and joy. | Wonderly

In the Words of Our Clients

Woman wearing black sunglasses and a patterned headscarf, smiling and resting her face on her hand while sitting in a car. | Wonderly

“Everyone has been telling me how beautiful and cozy my website is, and I have Wonderly to thank for bringing the online home of Turkuaz Kitchen to life! We felt supported during every step in the process.”

Betül Tunç of Turkuaz Kitchen

Made Possible by Humans Like This

A red heart illustration with purple cartoon-like arms stretched out to the sides on a transparent background. | Wonderly

Molly Baz

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Molly Baz

We first partnered with Molly Baz in 2021 to bring The Club, her fast-growing recipe membership, to life. After outgrowing Patreon, Molly needed a custom platform where her brand, voice, and creativity could shine. Wonderly designed and developed a self-hosted WordPress site powered by Memberful and Mailchimp, giving her complete ownership of her content, audience, and revenue.

Visit the site
A woman in a red top stands in a kitchen, smiling and eating from a plate piled with crispy fried snacks. | Wonderly
Bold white text reads "THE CLUB" in a retro font on a red background, with smaller yellow text below that says "by Molly Baz. | Wonderly

Services

Website Design & Development • Memberful Integration • Content Migration• Email Design for Membership Communication • Marketing Creative & Ad Design • Ongoing Support & Enhancements

Context

Molly’s membership began on Patreon, where she quickly built a large and loyal audience. But as her following grew, the platform’s limitations became clear. She needed more control over how recipes were displayed, how members interacted, and how subscription revenue was managed. A custom website wasn’t just a design refresh, it was a strategic move toward owning her audience, supporting richer content, and building a more reliable and scalable revenue engine.

Solution

Wonderly created a fully custom WordPress platform tailored to the way Molly cooks, writes, and connects with her audience. The new site features seamless Memberful integration for subscription management, a streamlined workflow for publishing a fresh recipe every Friday, and community tools like comments and member suggestions that keep engagement high. We migrated her archive from Patreon, introduced a more intuitive and cooking-friendly recipe layout, and connected everything to Mailchimp to power automated onboarding, weekly sends, and retention-focused email flows. We designed branded membership emails that extend The Club’s visual identity and create a cohesive experience from site to inbox. Since launch, we’ve continued supporting Molly’s team with enhancements and creative campaigns, allowing The Club to grow without constraints.

A website page from "The Club by Molly Baz" displays dishes including Houston’s Emerald Kale Salad and Egg in a Hole Soup under the "Latest And Greatest" section. | Wonderly

The Membership

Each week, members receive a new Molly recipe, complete with step-by-step instructions, photography, and an active comments section that sparks conversation, feedback, and requests. We also designed the weekly email templates that announce each drop, keeping the experience consistent and unmistakably Molly. The Club has evolved into a lively, food-forward community space and a central pillar of Molly’s digital business model.

A pumpkin cream pie with whipped cream topping sits on a plate next to a pie dish, with a detailed recipe and ingredient list displayed beside the image. | Wonderly
A plate of meatballs in sauce sits on a table with drinks and other dishes; the text reads "Step 1: Make the Meatballs, Page 142. | Wonderly
A smiling woman poses for a photo at a social gathering, surrounded by people, above a text promoting her as a cookbook author and food enthusiast. | Wonderly
A recipe webpage for a Black and White Martini cocktail, featuring the title, a brief description, and preparation details in a red and beige color scheme. | Wonderly
Screenshot of an online comment section where a user asks about making a recipe without a food processor, and Molly Baz replies with alternative instructions. | Wonderly
A blue online form for suggesting recipes, with fields for email and recipe suggestion, and illustrations of food and cooking items in the background. | Wonderly

Impact

The Club is now one of Molly’s most dependable and lucrative revenue streams, supported by a platform that gives her full control over her audience and long-term growth. Engagement remains consistently strong thanks to weekly recipe drops, a clean editorial system, and built-in community features that encourage connection. Moving off Patreon strengthened retention, expanded creative flexibility, and provided a digital home that can evolve with new content formats, campaigns, and the continued growth of Molly’s brand.

Screenshot of a food blog with recipes, a giveaway announcement, images of meals, and a woman eating noodles in the top right corner. Various sections are highlighted in red and beige. | Wonderly
Red tour poster with white retro text listing six cities and dates in October. One button, for Washington, D.C. on 10.11, is highlighted in green and says "SNAG TIX. | Wonderly
A promotional graphic for a live cooking class on October 25th, featuring food on a table and instructions on how to join the class by ordering a product in advance. | Wonderly

Made Possible by Humans Like This

A red heart illustration with purple cartoon-like arms stretched out to the sides on a transparent background. | Wonderly

Alix Traeger

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Alix Traeger

Wonderly partnered with Alix Traeger to create a bold, personality-forward brand and website that reflect her signature approach to cooking: joyful, approachable, and never too precious. Known for her viral BuzzFeed Tasty videos and her debut cookbook Scratch That, Alix needed a digital home that could house her evolving brand world while feeling unmistakably her.

Visit the site
Bright graphic with the name "Alix Traeger" and a photo of a woman in a blue dress eating pizza, seated at a pink table with food and drinks; colorful text background. | Wonderly

Services

Branding • Website Design & Development

Context

As Alix’s platform expanded beyond viral recipe videos into publishing, long-form storytelling, and original content, her brand needed room to grow. She was launching her debut cookbook, building a presence across YouTube, Instagram and TikTok, and developing deeper connections with her audience. The challenge was creating a cohesive identity that could unify these touch points while preserving the humor, warmth, and relatability that made her audience fall in love with her in the first place.

The brand had to feel vibrant and expressive, but still structured enough to support commerce, partnerships, and long-term growth.

Solution

We developed a colorful, high-energy visual identity and custom website that celebrate Alix’s “embrace the mess” philosophy. From bold typography and playful graphic elements to intentional layouts that guide users through recipes, videos, and product recommendations, every decision balances personality with usability. The site serves as a central hub for her cookbook launch, original content, and community engagement, adn is designed to grow alongside her evolving creative career.

A woman and a small dog wearing matching strawberry sweaters sit in front of a strawberry dessert; the dog has whipped cream on its nose. | Wonderly

A little chaos. A lot of flavor.

Branding

Alix’s brand identity leans into saturation, movement, and a little bit of chaos in the best way. Ink splatters, curved text treatments, layered color moments, and expressive typography reflect her humor and spontaneity, while still maintaining consistency across platforms. The logo system captures her playful confidence, creating a recognizable mark that feels equally at home on a cookbook cover, a website header, or a social post. The result is a brand that feels human, lively, and unmistakably Alix.

A yellow paint splatter on an orange background with a repeating geometric pattern. | Wonderly
A woman with long blonde hair wearing an orange top laughs while holding a piece of food in one hand against a blue background. | Wonderly
Pink background with bold red text reading "ALIX TRAEGER" and smaller white text saying "embrace the mess," with a paint splatter over the "I" in "ALIX. | Wonderly

Website

We designed and developed a custom website for Alix that acts as both a content engine and a personality showcase. The layout supports multiple content streams, from cookbook promotion to videos and curated product recommendations, without feeling overwhelming. Bold visuals and dynamic graphic shapes create rhythm and movement, while intuitive navigation keeps everything easy to explore. The result is a digital home that feels as joyful and inviting as cooking in Alix’s kitchen.

A cookbook titled "Scratch That" by Alix Traeger is displayed next to text announcing its release, with fried chicken and splashes of sauce as background elements. | Wonderly
A green webpage section titled "Videos" with a search bar, filter button, and a featured video titled "TOUR OF TASTY" showing a smiling woman below. | Wonderly
A woman in an orange top smiles while holding a cookie, with text introducing her as Alix, a self-taught cook and digital creator, above a pink "Contact Me" button. | Wonderly
A smiling woman in a polka dot apron stands below a "Let’s Chat!" invitation to subscribe via email or follow on social media for behind-the-scenes content. | Wonderly
A woman smiles while holding up a biscuit, surrounded by food and a glass of wine, promoting her cooking and travel video series titled "Alix in Action. | Wonderly
A menu page titled "What's Inside" features photos of various dishes, a short description, and a list of six recipes including cookies, ribs, chicken wings, dip, sandwiches, and salad. | Wonderly
Woman in colorful top lounges on a pool float, eating fried food and adjusting her sunglasses, with clear blue water in the background. | Wonderly

Flavor first. Perfection optional.

Made Possible by Humans Like This

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Glow With Ella

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Glow With Ella

Ella is like sunshine! Before working with us, Ella didn't have website she owned herself. We had so much fun crafting everything by hand and from scratch. From the logo to the illustrations to the website, our team loved bringing Ella’s vision to life!

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Glow with Ella homepage - photo of Ella on the left, an illustration of a tote with produce and flowers. The text "Wellness Rooted in Joy" sits below
Glow with Ella homepage - photo of Ella on top, an illustration of a tote with produce and flowers. The text "Wellness Rooted in Joy" sits below
Glow with Ella Gut Feelings substack logo with text
Glow with Ella hand-lettered logo
Pink checkered section of Ella's fav products
Glow with Ella about mobile
Glow with Ella in the kitchen with her Substack logo "Gut Feelings" at the top of the sales page
Glow with Ella illustrations: eggs, toast, mug, matcha, basket, sun, and more.

Made Possible by Humans Like This

A red heart illustration with purple cartoon-like arms stretched out to the sides on a transparent background. | Wonderly
A woman with long dark hair wearing a dark button-up shirt stands outdoors, smiling and looking slightly to the side, with a clear blue sky in the background. | Wonderly
Person with shoulder-length hair smiling and making a fist. | Wonderly
A man with wavy brown hair and a beard smiles while standing outside under a clear blue sky, wearing a light brown jacket over a white shirt. | Wonderly
Person with long brown hair wearing a light blue blazer and black top, smiling in front of a plain white background. | Wonderly
A person with glasses smiles in a shopping mall, with plants and shops visible in the background. | Wonderly
A person with long dark hair, in a light pink shirt, smiles at the camera. They wear layered necklaces. | Wonderly
Maria
A person with long blonde hair smiling, wearing a gray top, indoors. | Wonderly

Julie McAllister Cakes

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Julie McAllister Cakes

Refreshed brand and new site design for Julie McAllister, the hyper-realistic cake artist behind Charleston’s most unbelievable cakes! You’ve probably seen her work on Netflix, Food Network, and more! We loved designing with Julie to create a website that felt as whimsical and beautiful as her work.

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The Collaboration:

WEBSITE DESIGN

BRANDING

ILLUSTRATION

Julie McAllister Cakes desktop homepage. Julie is creating cakes that look like oranges.
Julie McAllister Cakes mobile
Julie McAllister Cakes mobile (1)
Julie McAllister illustrations of a bird, oyster, and key
Julie McAllister Cakes mobile (2)
Julie McAllister cakes mobile footer
Julie McAllister Cakes desktop (1)
Made possible by humans like this
A woman with long dark hair wearing a dark button-up shirt stands outdoors, smiling and looking slightly to the side, with a clear blue sky in the background. | Wonderly
Person with shoulder-length hair smiling and making a fist. | Wonderly
A person with glasses smiles in a shopping mall, with plants and shops visible in the background. | Wonderly

Grossy World

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Grossy World

When Dan Pelosi dreamed up GrossyWorld, it wasn’t meant to be a typical membership platform. It was an online universe for GrossyGirls. A place to gather around food, friendship, family, and FUN. We partnered with Dan to design a digital home that felt just as bold, nostalgic, and delightfully over-the-top as the Grossy brand itself.

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A man in a checkered bib smiles while holding utensils, ready to eat fried chicken; text reads “I’m a Grossy Girl in a Grossy World” and a badge says “Live Laugh Love.”. | Wonderly

Services

Brand Extension • Membership Website Design & Development

Context

Dan’s audience was already engaged and constantly in conversation with him across Instagram, recipes, and newsletters. GrossyWorld needed to centralize that energy into one cohesive, members-only experience. The platform had to house exclusive recipes, live events, chat rooms, archives, and special perks while still feeling unmistakably Grossy. It couldn’t feel corporate or techy. It needed personality, humor, and heart.

Solution

We designed a fully immersive membership experience inspired by old-school diner menus and nostalgic placemats. The main landing page is styled like a vintage diner table mat, complete with playful typography, structured menu sections, and a bold monochromatic red palette that feels instantly iconic. Every touchpoint reinforces the idea that GrossyWorld is a place you pull up a chair to.

Underneath the charm is a thoughtful structure that supports Sunday Dinner drops, searchable archives, Discord chat rooms, live cook-alongs, early product access, and more. The design balances whimsy with usability so members can easily navigate the platform without losing the magic.

A website homepage features red and white sections with event announcements, chat room links, classifieds, discount codes, and an invitation to refer friends, all in a grid layout. | Wonderly

Part retro menu, part group chat, part Sunday dinner table. GrossyWorld turns diner nostalgia into a place you actually get to hang out.

Three album covers: a hand holding a phone with repeated text "The Screenshot", a red lollipop labeled "Grassy World", and a child asleep at a table with the words "GUS' CORNER". | Wonderly

Membership Site

GrossyWorld feels like stepping into Dan’s favorite diner, but online. The all-red interface, menu-inspired layouts, and playful hierarchy create a cohesive brand extension of GrossyPelosi.com while standing confidently on its own. The experience is nostalgic, communal, and highly functional, turning a membership into something that feels less like a subscription and more like belonging.

A man sits at a table with food, smiling and holding a fork. Text promotes GrossyWorld, an online community for recipes, body positivity, and culture, with options to join or gift membership. | Wonderly
A promotional flyer with sections advertising Gus' Corner, discount codes and giveaways, and a referral program, all in red and cream colors with decorative elements. | Wonderly
A smiling person in a red cardigan stands in a colorful kitchen. Text below announces a live, members-only event on June 19th at 6:00pm EST. | Wonderly
Red and cream graphic promoting gifting an annual GrossyWorld subscription, with instructions and a button labeled "Gift a Year of Grossy World. | Wonderly
Red and white web page for "Grossy World" featuring a large glossy candy, site access buttons, and the phrase "I'm a Grossy Girl in a Grossy World." Options to join or gift membership are shown. | Wonderly
A picnic spread with corn on the cob, sliced tomatoes, lettuce, grilled burgers, buns, baked beans, and hot dogs arranged on a table, next to a printed shopping list. | Wonderly
A pattern of evenly spaced vertical red and white stripes is arranged in horizontal rows across the entire image. | Wonderly
A person wearing a blue beanie, red cardigan, and graphic t-shirt stands in a colorful kitchen, smiling and holding an orange. | Wonderly

GrossyWorld is an online universe for GrossyGirls to engage with the entire Grossy community about food, friendship, family, FUN... and everything else you DM with Dan about!

Made Possible by Humans Like This

A red heart illustration with purple cartoon-like arms stretched out to the sides on a transparent background. | Wonderly