Transforming complex technical workflows into an appetizing design system.
At Fjord (Accenture Interactive), the complexity of digital production often created a gap between technical execution and creative vision. The challenge was to demystify the process of building digital flows and landing pages, making it accessible and inspiring for both internal teams and global clients.
The Strategy: A Culinary Metaphor for Tech As a Visual Designer, I co-conceptualized "Orange Kitchen," a strategic playbook that reimagined digital craftsmanship through the lens of a high-end culinary experience. By translating abstract UI/UX concepts into a relatable "kitchen" metaphor, we turned a dry technical manual into a vibrant creative tool.
Conceptual Storytelling: I framed UI components as "fresh ingredients" and website structures as "recipes." This shift allowed non-technical stakeholders to understand the modularity of a design system through the intuitive logic of cooking.
Visual Identity & Editorial Design: I developed a bespoke illustration style and layout that balanced the warmth of a premium cookbook with the mathematical precision of a technical blueprint.
Systems Thinking: Beyond the aesthetics, I designed "One-Page Recipes" (templates) that demonstrated how different "ingredients" (modules) could be combined to efficiently scale unique digital experiences.
The Impact: Orange Kitchen became a cornerstone for Fjord’s internal communication, streamlining how teams pitch and execute digital products by speaking a language everyone—from developers to CEOs—could understand.
