Clay & Co
Strategy + Visual Identity + Website + Social Media
3 minute read
Clay & Co is a new pottery studio set up by ceramic artist Cáit Gould. Designed as an open-access space for creativity and connection, the studio caters to both beginners and seasoned potters.
Cáit approached me to craft a full brand identity that captured the warmth and creativity of the studio while setting it apart in a growing field of ceramics-focused businesses.
Our discovery and strategy phase revealed a crowded market: many pottery studios were using similar tones and visuals—earthy palettes, minimalist logos, soft messaging. While this approach resonated with the general ceramics audience, it risked Clay & Co blending in rather than standing out.
We needed to carve out a more distinct space for Clay & Co—something that reflected Cáit’s creative personality and still spoke directly to her audience: retired or semi-retired women with time and resources for creative hobbies, and younger professionals seeking hands-on escapes from the screen.
We anchored the brand around community, playfulness, and progression. While many studios sell pottery as a calming escape, Clay & Co felt more like a joyful, communal creative club—where people not only make things, but learn, share, and grow together.
Key strategic ideas included:
Building community loyalty with perks and insider-style benefits
Creating merch that signals belonging, like ceramic-themed band tees or aprons that feel like part of a “clay crew” uniform
Hosting special events like potluck parties, kiln club nights, and seasonal masterclasses led by Cáit’s wider network of potters
We leaned into this unique blend of fun and quality, avoiding the soft, whispery aesthetics used by other studios. Instead, Clay & Co would be warm, elegant, but with a playful twist—like a dinner party where everyone leaves with something handmade.
Visually, we developed a brand that feels premium but not precious, combining elegant typographic elements with bold illustrative marks and soft, chalky colours inspired by raw clay bodies.
Key elements include:
An elegant yet robust logotype that nods to craftsmanship and individuality
A flexible mark system that works across signage, merch, and digital channels
A fresh, light colour palette to help the brand stand apart from the usual terracottas and greys
A suite of playful icons and pattern elements, inspired by pottery tools, shapes, and glaze motifs
Working with Cáit on Clay & Co has been a joy. Her vision for a nurturing, inspiring, and slightly rebellious space gave the brand a rich personality to build on. Together, we created more than just a logo—we shaped a creative home base for a growing community of clay-loving humans.