01
Primary
Hotels, restaurants, culinary schools & event organisers
For consulting, training, masterclasses, guest chef projects and other professional collaborations.
Initial direction · not final scope
A portfolio built around craft, career and collaboration.
Karina and Ivan have put together this preliminary direction to align on the overall structure and logic before defining the final scope, cost and timeline.
The aim is to make sure the website reflects how you want to be presented and the kinds of professional opportunities you want it to generate.
01 · Audience
Who the website should speak to.
The primary focus is professional collaboration. The site should feel credible to people who already know your work, while still making your level and relevance clear to a first-time visitor.
02
Secondary
Food & luxury brands
For brand collaborations, recipe development and special projects — similar in spirit to existing work such as Evian.
03
Optional
Private clients & mentoring
These can be included if they are directions you want to develop, but we do not currently see them as the main focus.
02 · Strategy
Visual first. Conversion focused. Ready to grow.
A significant part of the audience will likely arrive from Instagram already familiar with you and your work. The homepage therefore does not need to over-explain who you are.
For the warm audience
Use strong photography and video, professional credibility, selected work and clear collaboration formats rather than long introductory copy.
For first-time visitors
The career, awards, projects and collaborations should quickly establish context and trust even if someone has never seen your Instagram.
For conversion
The site should make it obvious what kinds of projects you are open to and give visitors a simple path to start a conversation.
For future search traffic
The structure should be scalable so dedicated collaboration pages can be added later when there is enough strong content to support them.
03 · Homepage
Proposed homepage flow.
The page moves from visual impact, to professional authority, to work, to collaboration — and only then into the more personal story.
01
Video Hero
A strong first screen built primarily around video: you, the desserts and possibly the working process, with almost no text. Ideally we would prepare footage that works for both wide desktop and vertical mobile formats.
02
Career Milestones + Awards
A concise, visual presentation of the key stages of your career and main awards, placed high on the page because they are among the strongest signals of professional level and credibility.
03
Selected Creations
A carefully curated selection of the strongest photography and video, potentially including material already created for Reels, with a path to the full Creations page.
04
Types of Collaboration
The different ways people and organisations can work with you: consulting, menu & recipe development, masterclasses / training, guest chef projects, brand collaborations and any other relevant formats.
05
Projects / Collaborations / Social Proof
Selected previous projects — masterclasses, guest chef and pop-up projects, hotels, schools or brand work. Depending on the available material and design, this may also be integrated into Types of Collaboration.
06
About / Philosophy
A more personal layer: your approach, philosophy, family background in boulangerie/pâtisserie and relationship with ingredients and craft. The top of the page establishes authority; this section introduces the person behind the work.
07
Press & Media optional
Worth including if there is enough strong press coverage and media content to make the section meaningful.
08
Contact
A simple, direct way to start a conversation about a project or collaboration.
04 · Pages
A focused site at launch, with room to expand.
The initial website does not need a separate page for every possible collaboration format. We can add those pages when the content justifies them.
About
A more complete version of your story: professional journey, key career stages, achievements, philosophy and approach to your work.
Creations
A fuller curated portfolio, potentially organised by categories such as entremets, chocolate, cakes and other areas depending on the material.
Collaboration pages
Dedicated pages for areas such as consulting or masterclasses can be created from the beginning if there is enough text, photography, video, previous projects or case-study material.
Dedicated pages can also support organic search, but we do not think it makes sense to create pages purely for SEO if there is not enough high-quality content behind them.
05 · Visual direction
Refined, editorial and restrained.
Karina has collected an initial set of references to align on mood and visual language. These are not proposed designs and are not examples to copy. The common direction is a strong focus on image and video, considered typography, composition, muted warm tones and generous space — without the feeling of a traditional sales-focused website.
Refined
Editorial
Minimal
Visual-first
Warm / dark tones
Typography-led
06 · From you
Three things we’d like to clarify.
What types of collaboration would you currently like to offer, and what kinds of enquiries would you like people to contact you about?
For which of these areas do you already have enough material — photography, video, descriptions, previous projects or case studies?
Do you have any high-quality video featuring you and your working process that could potentially be used as the main visual for the first screen? We’ve seen quite a lot of material in your Reels, so there may already be something suitable.
Do you see the website structure, priorities, or overall direction differently in any way? This is exactly the stage where we want to align on these things before moving on to the final scope and proposal.