Joe Winfield Designer

Joe Winfield

A senior designer with over 12 years of experience in leadership, project management, marketing, product, accessibility, web and graphic design based in Cork City, Ireland.


Resumé: Download My CV
LinkedIN: @joewinfield


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IntroductionMy ProcessProject Results & Details

One of Irelands favourite and award winning cheddar cheeses

Who Are They?

Dubliner Cheese has a little something for everyone. Whether it’s Dubliner Original, Dubliner Lighter or something a little stronger like Dubliner Vintage, there are lots to choose from. There’s no doubt it will add a distinctive taste to any meal. Dubliner Cheese is proudly made by Carbery Natural Cheese, in Ballineen, West Cork, Ireland.

What Did I Do?

Carbery Group approached me to redesign the website for Dubliner Cheese. They wanted a brand new website to host their products and recipes in style. I based the design off of their new branding and colour scheme. I am most proud of the recipe section where you can watch the recipe videos and tick off your progress as you follow the recipes. This vibrant and lively design looks great across all devices and all major browsers.

Dubliner cheese has gained popularity beyond Ireland and is exported worldwide, becoming a global cheese favourite

How Did I Do It?

  1. Research: Client meetings and phone calls, competitor analysis, existing online presence research and SEO research. 
  2. Objectives:
    1. Improve their online presence via a website redesign.
    2. Enhance website user experience and responsiveness.
    3. Improve the range and recipe portfolio of their products.
  3. Prototype: Basic sketches then Figma.
  4. Design: Photoshop and WordPress CMS.
  5. Delivery: The project was completed within 3 months over multiple drafts. The client received a handover session with presentation to go through website maintenance and updates.

How Did I Resolve Pain Points?

  • Outdated website not meeting professional standards:
    • I redesigned the website to align with the company’s professional standards, incorporating modern design elements and layouts.
    • I updated the website’s aesthetics, including typography, whitespace, and imagery, to create a more polished and professional appearance.
    • I conducted usability testing to ensure the redesigned website meets the expectations of the company’s target audience and reflects its brand identity effectively.
  • Lack of contemporary CMS making website editing challenging:
    • I migrated the website to a contemporary content management system (WordPress CMS) that offers intuitive and user-friendly editing capabilities.
    • I provided training to the company’s marketing team on how to use the new WordPress CMS effectively, empowering them to make updates and manage content without technical expertise.
  • Lack of mobile responsiveness and sluggish loading times:
    • I optimised the website for mobile responsiveness, ensuring it provides a seamless experience across all devices.
    • I implemented performance optimisations such as image optimisation, code minification, and server caching to improve loading times.

"He did a great job on the website, our branding and messaging has come across really well"


After the website’s creation, we’ve seen an incredible boost in overall performance, increased rankings on search engines, and heightened engagement with customers through a rise in messages. While specific figures are pending, the positive anecdotal feedback underscores the success of the redesign in enhancing user experiences and fostering meaningful interactions.

Services Provided:

Web Design & Development

Project Deliverables:

  • Brand new website
  • Style guide
  • Content & SEO strategy
  • Client handover presentation and documentation


During my time at Jaywin Design

Credit Due:

Thanks to Owen & Aoife from Carbery Group for supplying all branding and photography for the project.

Project Link:


Project Date:

Winter 2020

Dubliner Cheese - Portfolio - Joe Winfield - Web & Graphic Design Cork