Empire Baking Company

Empire Baking Company is Dallas’ longest-operating artisan bakery. But with increasing competition from newer, more brand- and tech-savvy craft bakers, Empire was missing opportunities to engage with a new generation of customers.

In 2023, the founders and the marketing director turned their attention to the company website and digital presence. The existing site was not only visually dated but seriously limited in terms of functionality. Equally important, they needed a story about Empire and artisan baking that uniquely positioned them in the marketplace and clarified their value.

Our work involved re-structuring the content, conceiving and directing custom photography, and re-imagining the user experience for mobile and social. In particular, we clarified and streamlined the online holiday pre-ordering process for users and created simple navigation by “menu”—including everyday baked goods, seasonal items, grab-and-go foods, group/event ordering, and gift items—to help users understand and appreciate Empire’s huge variety of products and services.