HEY CLAY
An independent clay pottery studio arrives in a part of Brooklyn known for its toxic canal, rich arts history and near total obliteration at the feet of rapid high-rised development.
ADVERTISING COLLATERAL
Ideation • Art Direction • Copywriting • Asset Building
Midjourney • Adobe CS • NanoBanana Pro
I was watching friend and fellow Crossfitter Cauvery Patel go from a woman with an idea to a woman with a fully functioning pottery studio when I offered her help getting her message out there.
Cauvery is a quick-witted, at times brutally honest and deeply playful human from whom the truth cannot hide. She had a full branding guide and suite of assets, but no real attachment to any of it. Do your thing! was the brief.
I am a child of the 80s and 90s, but 60s and 70s print advertising has always held a particular resonance in my heart. Big, bold headlines, use of negative space, clean hierarchy are my happy place. Several headlines were floated, Cauvery chose her favourite, and from there an entire new brand voice was established.
The design developed over several iterations to land on this: dutched type and cropped graphics speak to Hey Clay’s hand-made rebel energy, with an unfiltered voice crafting a campaign that in-jokes with the jaded locals without alienating any new arrivals.
Want to explore? Reach out for a call and tell me all your dreams n desires.