Trust the Process: Brand Design Insights from a former Chef
Image courtesy of Louis Hansel, Unsplash.com
Most people think a professional kitchen is about the food. It’s not. It’s about the system. It’s about the frantic, obsessive-compulsive need to have every knife, every garnish, and every sauce exactly where it belongs before the first ticket prints.
Brand design is no different. If you don't have the discipline, you have a disaster.
I’ve spent 25 years in the "heat." Before I was a designer and photographer, I was a private chef. In those years, I learned a truth that applies just as much to a brand launch as it does to a five-course gala: the hardest part for the client isn't the cost—it’s the "letting go" and trusting the process.
When I used to walk into a client’s home to cater an event, I would see their anxiety immediately. They’d fuss over the cleanliness of the counters, ask if I needed their utensils, or wonder if they should move the furniture. It was the "look" of someone who desperately wanted their evening to be perfect but didn't yet know if they could trust the man with the knives.
“I tell my clients repeatedly: “The end result is going to be amazing, and we are going to have a great time getting there.”
In design and photography, I see that same look today.
The Pivot Point of Trust
In the client’s kitchen, I knew the "pivot point" occurred after a series of polite "No’s." No, I brought my own pans. No, I have my own serving dishes. But I’d also offer a strategic "Yes." Yes, that platter is beautiful; let’s use that. It made the host feel part of the narrative without the burden of the labour.
Image and Publication mockup by Patrick Dunn, Shifting Focus ©
I bring that same leadership to your visual projects. Whether I’m shooting your office interiors in Calgary or designing your annual report, my job is to project the certainty you lack. I’m not just there to take photos; I’m there to ensure you can exhale. I tell my clients repeatedly: "The end result is going to be amazing, and we are going to have a great time getting there."
Mise en Place: Beyond the Kitchen
In a professional kitchen, we live by Mise en Place—everything in its place. Today, that discipline lives in my cloud-based filing systems. Every folder, sub-folder, and job description is labeled with the same precision I used for my walk-in coolers.
Image courtesy of Kelsey Todd, Unsplash.com
Does it matter that my digital archives are as organized as a dry-storage pantry? It does when the "fire" breaks out. I’ve had those nights—the ones where I’m across town and realize I’ve forgotten a key component for a multi-course meal. In those moments, you don't panic. You find a solution—calling in reinforcements or quietly pivoting—so the guests never even know there was a "blunder."
“In those moments, you don’t panic. You find a solution—calling in reinforcements or quietly pivoting—so the guests never knew there was a “blunder.”
The "Affable Host" Result
The goal of my process is to allow you to be the affable host of your own business.
When I ask my clients, "When you think of the final result, can you paint me a picture?" I am taking the weight of the "how" off your shoulders. I want you to connect with your customers and lead your team while I handle the "cooking" of your brand.
The best feedback I ever received as a private chef wasn't about the salt levels; it was: "I realized soon after you arrived that I had nothing to worry about." My goal is for you to feel that same relief when you see your finished brand assets. When you trust the process, you don't just get a design—you get the freedom to focus on what you do best.
The garnish isn't just a decoration; it’s a signature. It’s the final evidence of a system that didn't break under pressure.
Whether it’s a sprig of chervil or a pixel-perfect layout, the discipline is exactly the same.
Image courtesy of Salman Sidheek, Unsplash.com
Ready to be the "Affable Host"?
I handle the Mise en Place—the filing, the lighting, the technical heavy lifting—so you can focus on leading your brand.
Trust the Process.
Let’s get your project out of the kitchen and onto the table.
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