Hi there. It’s Cass. I note that because I use a whole lot of I here and we tend to be a “we” company but this is an I thing.
A couple of years ago I met this chick and upon meeting her I thought: This girl is a FORCE of nature.
She was running a great (no, not just great: AMAZING) cupcake shop in our new hometown. We met through Adam (I love how small the world is) and before I knew it I was sitting next to Heather at the screening of her big win on The Food Networks Cupcake Wars.
In the months after the win Heather felt that thing that you feel when you’ve given something all you’ve got and you want more. There were hours spent strategizing thinking about what the right next move was.
And then Heather took some time to marinate. (this is always a good idea – marinate a bit, you’ll know when you’re ready to make the move)
Fast forward to a few months ago Heather and I are talking over coffee and she says: I need a new site. I need to reinvent what I’m doing so it feels like ME. I just want to be ME online and get paid for it. And you know what? That’s exactly what we did.
In scope for this project was a complete redesign – consolidation of a whole lot of different brands – editorial planning for the next three months (including video) as she prepares to see her incredible frostings in print (you can go pre-order her book The Dollop Book of Frosting: Sweet and Savory Icings, Spreads, Meringues, and Ganaches for Dessert and Beyond today on Amazon – you will not regret this decision) and figuring out a monetization plan for her site that worked for her life.
My favorite parts about the site: It is so Heather that I feel that same feeling of: This chick is a force of nature from being on the site. On top of that we integrated social COMPLETELY because Heather lives and breathes in the social space and they love her there.