The Making Of… The Mess: From Chaotic Growth to Confident Brand
📷 Flores Photography
Welcome to ‘The Making Of…’ Bobby Mac's client interview series, where creative director Hayley pulls back the curtain on the real work behind every project. Expect honest stories, tangible results, and a peek at what it actually looks like to build something great together.
First up: Rhi, owner and gluten-free cake extraordinaire behind The Mess, on growing from word-of-mouth momentum to a website and brand that finally matched her craft.
Who is The Mess?The Mess is a Melbourne-based cake designer, known for creating stunning, bespoke cakes and your dream wedding cakes that are as delicious as beautiful.
Project Scope:Initially, we began with a digital health check and competitive analysis. We established a new creative direction by refreshing the site's visual layout, typography, and imagery to ensure the website looked on-brand, attractive and trustworthy. We then fixed technical glitches slowing the site down on mobile, researched the exact phrases their audience searched for and updated website titles and descriptions so Google could easily rank their services.
Next, we expanded reach and built authority by publishing fresh, helpful content that answered customer questions, keeping all copy aligned with the brand's updated voice and style guide. We also boosted the site's reputation so search engines trusted our expertise, delivering simple monthly reports that tracked traffic growth and outlined the next priorities.
Industry: Hospitality/E-Commerce
Location: Melbourne, Australia
Collaboration Began: 2025
Photographers: Flores Photography & Jordan PegleySetting the SceneH: What stage was your brand/business at before working with Bobby Mac?
R: Before working with Bobby Mac, The Mess had reached this exciting but slightly chaotic growth stage. I’d built strong momentum through word of mouth and social media, but I knew my brand and website didn’t quite reflect the level of work I was producing. I was getting more wedding and event clients, and I wanted my online presence to feel more cohesive, professional, and true to the experience I offer in person.
H: What challenges or goals made you reach out to us?
R: My main challenge was translating what The Mess felt like, that mix of artistry, warmth, and a little bit of fun, into a visual brand and website that communicated that instantly. I reached out to Bobby Mac because I wanted strategic direction, not just a pretty website. I needed someone who could help refine the brand identity and make sure people could actually find me through SEO, too.
Why Us, Why Now?H: What made you feel we were the right creative partner for your project?
R: After chatting with Hayley, I knew straight away that Bobby Mac was the right fit. I’d spoken to a few designers before, but what stood out about her was the balance between creativity and strategy. She really took the time to understand not just how The Mess looked, but how it worked, for example, how clients found me, what they were drawn to and how we could streamline that experience.
Working with usH: Can you describe what it was like working together on this project? Was there anything about the creative process that surprised you (in a good way)? How did we help guide you?
R: Working with Hayley was such a seamless, thoughtful experience. From the very first call, it felt like a true collaboration; she really listened to what I wanted but also asked the right questions to draw out things I hadn’t quite articulated yet.
What surprised me most (in the best way) was how strategic the creative process was. Every decision, from colour palette to copy tone, was tied back to the kind of clients I wanted to attract and the way I wanted people to feel when they landed on my site. It wasn’t just about making things look pretty (though it does!); it was about creating something that genuinely works.
H: What was your favourite part about working with Hayley on your website, and how did this translate into your feelings throughout the process?
R: Hayley guided me through each step so clearly, helping me understand not just what we were doing, but why. I finished the process feeling so much more confident in my brand direction and how to talk about my work, which is something I didn’t expect to gain from a website project.
The ImpactH: How has your new website and brand direction changed the game for your business growth and the way you show up for potential clients online?
R: Since launching the new site and refining my brand direction, I’ve definitely noticed a shift; enquiries feel more aligned, and people often mention finding me through Google. The business has grown steadily, and I know there’s even more potential once I properly dive into the updates and SEO tips Hayley set me up with (I’ve been meaning to get to them, promise!). Beyond the numbers, the biggest change has been confidence. The brand and website now feel like The Mess - creative, elevated, and intentional, but still inviting and personal, and that’s had such an impact on how I talk about and share my work.
Reflection & AdviceH: What advice would you give to another business thinking about investing in design?
R: My advice to any small business thinking about investing in design is: do it when you’re ready to take yourself seriously. The process forces you to think deeply about who you are, what you offer, and who you want to attract, and that clarity is honestly just as valuable as the design itself. It’s not just a facelift; it’s a foundation.
H: Would you work with us again in the future - and if so, on what?
R: And yes, I’d absolutely work with Hayley again; she has such a calm, clear way of guiding creative projects. I’d love to collaborate again in the future on updated brand visuals or a refresh once The Mess hits its next stage of growth.
The ResultH: What kind of changes have you seen in your business, both in terms of the clients you’re attracting and how you personally feel showing up as your brand?
R: Since launching the new site and refining my brand direction, I’ve definitely noticed a shift; enquiries feel more aligned, and people often mention finding me through Google. The business has grown steadily, and I know there’s even more potential once I dive further into the updates and SEO tips Hayley set me up with. Beyond the numbers, the biggest change has been confidence. The brand and website now feel like The Mess - creative, elevated, and intentional, but still inviting and personal and that’s had such an impact on how I talk about and share my work.
📷 Flores Photography
“Working with Hayley on my rebrand and website was an absolute dream! She totally understood my vision and brought it to life so beautifully. The whole process felt easy and collaborative. She was super organised, kind, and just a total pleasure to work with. I couldn’t be happier with the final result and would 100% recommend her to anyone looking for branding or web design magic!”
– Rhi, Owner of the mess
★★★★★ Google Review • 22 May 2025