Marcus Samuelsson

Building a multi-channel culinary website around a celebrity chef.

Content Strategy
Information Architecture
UX Design
Art Direction


Chef Marcus Samuelsson has restaurants around the world, including New York’s Red Rooster. But he has become a household name through his TV appearances, books, cooking app, and line of specialty teas. However, it was clear that his website needed an overhaul to keep up with his celebrity status. 

I reworked the single-blog format of his previous site into a multi-channeled culinary destination. is now a place where fans and foodies can connect to Marcus’ personal history, favorite recipes, inspiration, media appearances, specialty product lines, and more. It has become a central point for all things delicious and inspiring, capturing the enthusiasm and worldliness that Marcus is known for.