Rockman Coffee + Bakeshop
From Pitch Deck to Pastry Case
When James Beard–nominated chef Amanda Rockman set out to open her first solo venture, she had a bold, clear vision: a destination for impeccable pastries, big joy, and genuine connection. What she didn’t have- yet- was a business.
From those early days of visioning to the full launch of Rockman Coffee + Bakeshop, I’ve been a long-term collaborator and creative advisor, helping shape everything from early investor materials to the website and beyond. Working alongside Amanda and a small, trusted team, I supported the evolution of Rockman’s brand, voice, and identity through hundreds of decisions, large and small: design and messaging, customer experience, signage, packaging, merch, and more.
When the time came to build the website, I created a digital home that reflects the warmth, vibrancy, and clarity of the shop itself, making it easy for customers to engage, and easy for Amanda’s team to update and expand. I also helped develop streamlined, purpose-built forms for things like custom orders and hiring, creating clear pathways for customer communication and team growth.
Today, Rockman is one of the most celebrated new bakeries in the country, and I’m proud to still be part of its ongoing story. For me, this project is a reminder of what’s possible when passionate people are given the right kind of creative and operational support. It’s a beautiful example of the kind of work I care most about: long-term, collaborative, and rooted in purpose.
