From the Line to the Laptop: What 25 Years as a Professional Chef taught me about Brand Design
In the culinary world, there is a phrase that governs every successful service: Mise en place. It means "everything in its place." Before the first guest arrives, the shallots are minced, the stocks are reduced, and the knives are sharpened. Without that preparation, the kitchen collapses into chaos.
Image courtesy of Cindy Walker©
“It was a lesson in humility. I found out pretty quickly that being a veteran in the kitchen didn’t mean I had an ‘eye’ for design yet—I still had to learn the ingredients of a good typeface and the quiet science behind a great portrait.”
When I transitioned from the high-pressure world of professional kitchens—specifically running InterCourse Chef Services—to the creative world of publication design and photography at Shifting Focus, I thought I was leaving the "heat" behind. I soon realized that while the tools had changed, the stakes hadn't.
The Entrepreneurial Edge: What I Brought With Me
Transitioning into a 2nd career as a designer and photographer wasn’t a total "reset." Having run my own business for years, I didn't suffer from the "starving artist" syndrome that plagues many new creatives. I arrived at the laptop with the calloused hands of an entrepreneur.
The Professionalism of Service: My time as a chef-owner meant I already knew how to command a room. Whether it’s a high-stakes client meeting or a consultation for a non-profit’s annual report, I understand that being a source of trust is just as important as the final product.
The "Back of House" Discipline: While many new designers struggle with the "boring" side of business, I was already a veteran of invoicing, website maintenance, and project management. I knew that if the "prep" (the administrative workflow) isn't solid, the "service" (the creative output) will suffer.
Authority and Accountability: In the kitchen, you own every plate that leaves the window. I brought that same sense of accountability to my design work. When a client hires Shifting Focus, they aren't getting a junior freelancer; they are getting a seasoned business owner who understands that deadlines are non-negotiable.
“Patrick is the first designer to have immediately understood what I was looking for. He delivered fast, and beautifully... the service was superb.”
The Humility of the "Stagiaire": Starting Over
However, the pivot also provided a jarring reality check. Despite my decades of authority in the culinary world, I had to accept that in the world of Adobe InDesign and visual hierarchy, I was—at least initially—the new guy on the line.
I went from being the expert in the room at InterCourse Chef Services to a student at SAIT, sitting alongside people half my age. It was a lesson in ego. I knew how to run a business, but I had to re-learn how to "see." I had to accept that my 25 years of experience didn't give me a shortcut to mastering the nuances of typography or the technicalities of environmental portraiture. I had to earn my "stripes" all over again.
The Result: A Unique Perspective
This blend of entrepreneurial grit and creative "beginner’s mind" is exactly what makes Shifting Focus different. I don’t just create "pretty pictures"; I build visual systems for people who, like me, are running businesses in the real world.
Design Concept by Patrick Dunn, Shifting Focus © 2025
I apply the same sensory precision I used in the kitchen to my design work. Whether it’s an information-dense infographic or a complex publication, I ensure the information is organized, accessible, and ready for "service."
The Pivot is the Point
Changing careers isn't about discarding the past; it’s about "shifting focus." My time in the kitchen gave me a work ethic and a systematic perspective that most designers simply don't have. If your brand feels a little under-seasoned or your visual storytelling is missing that professional "prep," let’s talk. I’ll bring the chef’s eye—and the entrepreneur’s discipline—to your next project.
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