Web Design

Georges Baghdi Sar

Interactive press kit

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 starting point

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.

The approach

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.

Results

The press kit in numbers

dated acts, from 1988 to 2024
4
press articles quoted in the carousel
8

Measured on 28/09/2026

Visit gbs-press.com
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