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Chez Josh
A culinary lifestyle brand celebrating the art of food
From the beginning, we were engaged to help shape the brand at a foundational level — not just as designers or developers, but as close collaborators in defining what the business could become. Joshua, alongside his mother Bernadette, brought a strong sense of purpose. Our role was to listen, refine, and translate that purpose into something tangible. Through early workshops and product exploration, we helped define Chez Josh’s brand direction, tone, and long-term shape. We positioned Chez Josh as a culinary lifestyle brand — a flexible identity built to span recipe content and digital storytelling to a gourmet food truck community outreach + more.
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The Challenge
Chez Josh was a personal project — with strong creative energy, a clear sense of purpose, and a desire to build something original. The challenge lay in shaping that vision into a structured brand and digital presence that could scale over time. The concept had to honour Joshua’s individuality while also being accessible to a broader audience. It needed to carry emotional weight but also support practical business goals — from publishing recipes to launching a gourmet food truck. Our task was to define the structure, voice, and design system that could support both sides of the brand: personal expression and commercial viability.
Laying The Groundwork
We started with brand discovery and product exploration, working closely with Joshua and Bernadette to map what the business could hold — and where it could go. Together, we defined core brand themes, audience pathways, and potential verticals. We then positioned Chez Josh as a culinary lifestyle brand — a term that gave the project both clarity and room to grow. This created a foundation for everything that followed: messaging, structure, content, and design. As the framework took shape, we began building out the product vision: a site that could hold recipes, cultural storytelling, curated experiences, and evolving commercial elements — all grounded in Josh’s voice and values.
Start of the Journey
At the beginning of our design process were the architectural schematic, inspired sketches. We meticulously crafted these to spotlight Carefoote's core services and visualise the process. These are used throghout the website.
The Cookbook Vision
A Multi-Layered Culinary Index for Exploration and Scale
The Chez Josh cookbook was designed not just to house recipes, but to offer multiple entry points into a broader culinary world. Structured into carefully themed collections, each pathway is tailored to different moods, occasions, and audiences — from nostalgic family favourites to founder-led showcases and future brand collaborations. Each collection offers a unique entry point:
Traditional: Familiar layout, easy navigation.
Lifestyle: Recipes themed around everyday moments.
Founder Josh: Personal favourites, tips; in-house imagery.
Signature: A future home for chef and brand collaborations.
Designed to scale, the cookbook’s CMS and layout system support deep filtering (by dietary need, time, difficulty, rating, cuisine + more), allowing future growth across courses, contributors, and content types.
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Visual Language: Photography, Mood & Composition
All imagery used across the Chez Josh site was produced by the client — no stock photography, no staged filler. Every photo came from Joshua’s kitchen, his hands, his process. This decision was deliberate. The goal was to reflect the brand’s authenticity, not simulate it.
The visual direction focused on capturing real moments: ingredients mid-prep, meals mid-serve, environments that felt honest and lived-in. We worked with the imagery to emphasise warmth, texture, and storytelling — using layout and design to frame the photography without overpowering it.
This approach gave the brand a strong, consistent tone — grounded, expressive, and unmistakably personal. Every image on the site contributes to a visual system that feels owned, not borrowed.
Visual Storytelling
Our approach to STADIUUM's platform was holistic. Beyond the initial engagement, our designs emphasised the business priority of subscription conversions. We developed vectorial illustrations catering to STADIUUM's target customer segments.
These illustrations were dual-purpose - identifying nad humanising with the core audience through user persona illustrations of the three core target audience subsets (sports bettors, sports fan & indsutry professional). As well as elucidating STADIUUM's unique market positioning through storng visual metaphor driven vectorial illustrations.
Immersive. Interactive. ROI Driven.
Every chart, graph, and data point was intentionally crafted to offer a multi-layered explorative experience. This ensured users didn't just view data, but actively interacted with it, making the process of comprehension immersive and memorable.
Though this process, attention can then be channeled into 1. subscription touch points. 2. betting affiliate marketing touch points. A tactical, ROI-centric SaaS platform construction fused into our UX approach.
Pure art
Digital canvas
First impressions are everything, especially in the digital landscape. D'Vinci recognised this and undertook the ambitious project of creating a landing page that would immediately captivate any visitor.The result was a mesmerizing vectorial illustration, meticulously crafted over 40+ hours, cutting through the complexity it strived to deliver an immediate intimacy to website visitors to what firesight is. visual and text narrative combing powerfully.
This visual masterpiece not only encapsulated the platform’s capabilities but also beckoned users to dive deeper. Paired with this, our team produced succinct, compelling narratives that effortlessly guided users through Firesight's offerings.
The Perfection of effortlessness
D'Vinci prioritised the integration of a voice-activated AI chat into Firesight.ai's platform. This wasn't just an add-on but a core user experience element. Our research dove into the daily rhythms and patterns of the target audience: freelancers, entrepreneurs & independent professionals. When do they typically access the platform? What kind of environment are they in? Are they more likely to type or to speak their queries? Answering these questions allowed us to tailor the voice chat's responsiveness and functionality to fit perfectly within their work habits.
Team
Only a team as exceptional as the challenge could succeed. D'Vinci assembled a group of individuals that thrive in blending technology with artistry with high pain thresholds, as it was a very arduous job with extremely complex work.
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