Georges Baghdi Sar
Georges Baghdi Sar is a Syrian chef who came to Belgium as a child. His press kit is not a download, it is a walk-through: instead of a biography PDF, a site that tells his path and lets the press speak after him.
- Client
- Georges Baghdi Sar
- Role
- Interactive press kit
- Year
- 2024
The brief came from press relations: a journalist discovering Georges Baghdi Sar needs to grasp his path before writing about his cooking, because one explains the other. A conventional kit would have lined up a biography and downloadable assets. This one had to make people want to know more, and turn the reading itself into the first argument.
A life reads in acts, not in columns
The path is cut into dated acts, like a play: childhood in Syria, the departure, the arrival, what came next. Each one carries its years in the title, which gives a journalist exactly what they are after, a thread and dates in the same place. The family photographs are laid out like a scrapbook, slightly askew, annotated by hand. They are not decoration: they are the only archive material for a story nobody ever photographed professionally. The press comes at the end, as a wall of quotes rather than a row of logos, because one journalist's sentence carries further than a strip of mastheads. A press kit in PDF form gets filed away and never opened again. This one is walked through, quoted, and kept up to date. A journalist opens this link from their inbox, often on a phone, and rarely at the moment they are writing. Vertical reading therefore serves the story rather than fighting it: the acts follow the order of the journey, the dates stay visible as headings, and press quotes can be copied without opening a file. That is the difference with a PDF, which asks to be downloaded before you can tell whether it was worth it.
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Discovery
We take the time to understand what the site has to do, for whom, and what it should bring you. It is also where we push you towards fewer pages rather than more: an effective site is not one that says everything.
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Direction
We lay out the structure of the site, page by page, with mood boards and the broad layout intentions. Nothing is drawn in detail yet, and that is deliberate: this is the cheapest moment to change your mind.
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Framing
The first real pages, properly designed. You finally see the site rather than its plan, and you sign off on the direction before we go into production.
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Production and delivery
We build, you follow along, and at launch you leave with the keys: a hands-on session with the editor, tutorials and documentation. You are free to change a text or an image on your own, and we stay reachable if anything gets stuck.