Truthfully, we have all become a little obsessed with baking these days. But for The New Blank, the cake craze was sparked with the opportunity to rebrand the classic Food Network Challenge. Cake decorators, sugar artists, and chocolatiers come together for the ultimate sugar buzz on this truly binge-worthy show. For the rebrand, The New Blank developed a bold sequence that conveys the sense of invention and planning that’s baked into the show.

Once The New Blank established the vernacular, they went to work on getting it to read well in quick bursts. The team created the tent fabric in 3D with the ability to update quickly for new art to promote different themes throughout the year. The designers initial sketches for the cake ended up being used in the blueprint art that is featured prominently in the graphics package. Eat up: