Brought in by The Dinex Group and Chef Daniel Boulud himself, I was tasked with reimagining the visual language of a culinary empire. With a longstanding focus on food and beverage, the Dinex team asked me to step back and look holistically at how the brand presented itself across photography, design, and storytelling. While Daniel Boulud’s cuisine is universally recognized, I saw an opportunity to shift the narrative — moving beyond plated perfection to capture the soul of the operation: the kitchens, the tools, and, most importantly, the people. As art director, graphic designer, and photographer, I developed new visual guidelines that emphasized heritage and excellence while elevating the brand toward a more modern expression of luxury. The work spanned three of Boulud’s iconic restaurants: Daniel, the flagship two Michelin-star destination; Le Pavillon, a serene midtown space with one Michelin star; and Le Gratin, a downtown bistro dedicated to his mother’s recipes. This was more than a visual refresh — it was a behind-the-scenes homage to the artistry and precision that define Boulud’s legacy.