"Annie Leibovitz Meets Law & Order": A Case Study

“Annie Leibovitz Meets Law & Order”: A Case Study

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“I’m either crazy or brilliant… or both,” I thought.

The alarm went off, and my eyes flew open. But today, my first thought wasn’t about coffee. It was a vivid blueprint from a dream—a full vision for the homepage of a new client: Kimberly Bailey, owner of The Butter End Cakery.

I wanted to break this project down for you—not just because it’s one of my favorite collaborations to date, but because it shows what’s possible when we go beyond the basics and create something entirely brand-aligned, immersive, and unforgettable.

When the reins come off, we get to propel your business to the next level.

Rebranding from the Foundation Up

Your website should impact your audience like a great movie trailer.

Kimberly came to me with a clear ask: she wanted a site that reflected the level of excellence in her product. Her cakes are true masterpieces—one-of-a-kind, luxurious, and worth every penny. The site needed to reflect that. We also wanted it to feel inclusive (inviting to both men and women), high-end without being stiff, and—most importantly—FUN.

I had this crystal-clear image: Kimberly in a red-carpet-worthy gown, jewels sparkling, lit like a Vanity Fair cover. But here’s the twist: she’s wearing a classic baker’s apron—well-used, clearly from a long day in the kitchen. Her hands? Dusted in flour like elegant gloves. A soft smudge across her cheek. Real, powerful, and beautifully undone.

She and her team would be posed like a “Law & Order” promo—full of presence and authority—but with the creative flair and storytelling of an Annie Leibovitz portrait. That was the tone. That was the feeling. That was the brand.

“I had a vision…” I told her—and that’s when our creative partnership clicked. Alongside an extraordinary team of collaborators (see credits below), we reimagined The Butter End Cakery brand from the inside out: logo, messaging, visuals, and of course, the website. The result? A bold, immersive digital presence that finally matched the artistry Kimberly is known for.

SEO That Actually Delivers

Think of it like driving a race car—it’s a rush to win, but you need to know what you’re doing.

Search engine optimization isn’t magic. And it’s not guesswork. It’s a long game built on strategy, consistency, and a whole lot of behind-the-scenes effort. Every client wants to rank on Page One… but only Pro-level clients get the kind of SEO treatment that makes it happen.

For The Butter End Cakery, the results were clear: a stunning new site and powerful search visibility to match their offline reputation.

Here’s what Kimberly had to say:

“From dreaming up the AWESOME concept for our homepage image to finding the perfect WordPress template, to final execution and performance tuning, Greta is one BaddAss Supreme Goddess WebMaster and Marketing Guru.

I’m a creative type. And a control freak. I don’t hand over the wheel to many people, but Greta got my attention with her savvy and insight from our very first conversation. I LOVE that our first conversation was about my business—strengths, unique traits, competitors, future vision, goals—not about fonts and links. She got me and my company from Go, and I got her. I handed her the wheel and didn’t have a moment of fear or regret. I knew I was in good hands.

The results speak for themselves. Every single person who sees my new site loses their mind. I finally feel like I have a site that matches the quality and creativity of the work we do.

As for professionalism—Greta was on time, kept me on time, and was 110% thorough. She breaks it down and transfers knowledge. She dumbs it down for ‘folks like me’ and isn’t interested in making it seem complicated or proprietary.

We now have the keys to manage our own kingdom. Truth is, I’m just better at making cakes than managing a website. I want my and my small staff’s time spent doing what is going to bring us joy and grow our business, so I’m signing on for Greta’s maintenance plan, G.P.S. She can do what she does best, and so can I.”