Cáit Gould Ceramics
Visual Identity | Stationary | Marketing Material
3 minute read
Cáit Gould is a local ceramicist and pottery tutor with a passion for hand building and throwing techniques. After showcasing her talent on season 2 of the TV show Great Pottery Throwdown, Cáit sought an identity to connect with her local audience and embody her personality and values as a tutor.
* Full Disclosure - Cáit is my wife. However I treated this project just as I would any other.
Our journey began with a deep dive into brand strategy. We focused on understanding Cáit's target audience and what set her business apart from local competitors. Through this analysis, we identified two distinct personas and uncovered the unique essence of Cáit's ceramic practice.
Exploring various concepts, one idea emerged as a clear standout – an identity featuring an owl. This whimsical creature held significance for Cáit, as it was reminiscent of a memorable piece she created on the TV show. The owl also symbolised teaching, knowledge, and the passing on of information, key aspects of Cáit's tutoring practice.
The result of our efforts resulted in a charming logo featuring a hand-drawn owl, based on a sketch by Cáit herself. It was complemented by a stamp-friendly sans-serif and script fonts. The identity exuded warmth and authenticity. The palette had cool neutrals and a bright orange. The orange was a reference to Cáit's favourite firing process, Raku. It added a vibrant touch to the design.
The logo got strong approval. Cáit especially liked the strategy for defining her audience. We then made marketing materials for her classes and workshops. Also, we provided graphic elements for her website. Additionally, we created a 20-page illustrated booklet for the 'clay at home' sets. This enhanced the customer experience.
In crafting Cáit Gould Ceramics' identity, we embraced the playful yet professional ethos that defines our approach. Through collaboration, creativity, and a touch of whimsy, we brought Cáit's vision to life, creating a visual identity that reflects her passion for pottery and commitment to teaching with enthusiasm and flair.