Alastair Smith Ceramics

Project Overview

The Client

Alastair Smith is a skilled potter establishing his online presence as a craftsperson who blends ancient ceramic techniques with his experience in modern engineering.

The Challenge

Create a brand identity and business website that authentically represents handcrafted ceramics while providing a seamless e-commerce experience.

The Approach

Develop a comprehensive brand strategy and visual identity that reflects the handcrafted nature of Alastair's work, followed by a website design that showcases his process and products.

Discovery & Research

Our journey began with understanding Alastair's craft, his audience, and the handmadeceramics market.

Market Analysis

We identified a gap in the market for authentic, handcrafted ceramics with a modern aesthetic. Our research showed that consumers increasingly value the story and process behind handmade products.

Through competitor analysis, we discovered opportunities to differentiate Alastair's brand by highlighting his unique combination of traditional techniques and engineering precision.

Visual Research

Our mood boards explored the intersection of organic ceramic forms and structured, engineered elements. We gathered inspiration from both traditional pottery techniques and contemporary ceramic design. We also looked at tools and processes used by metalworkers such as Alastair's Grandad would have used.

Key insights revealed the importance of showcasing the making process to build customer connection and trust in the craftsmanship.

Visual research and mood boards developed by SCM Studio for Alastair Smith Ceramics. 2024

Brand Strategy

Establishing the foundation for all design decisions.

Brand Positioning

We positioned Alastair Smith Ceramics as premium handcrafted pottery that balances artistic expression with functional design. The brand emphasizes the marriage of traditional craftsmanship with modern precision.

Core brand values identified: craftsmanship, authenticity, functionality, and heritage.

Logo Development

Concept Exploration

At SCM, we believe a great logo tells a story — and for Alastair Smith Ceramics, that story was deeply rooted in legacy. Drawing on Alastair’s family history of craftsmanship, engineering, and metalwork, we aimed to craft a logo mark that reflects the precision, patience, and passion that shaped his creative journey. Inspired by the tools once used by his grandfather, a skilled metalworker the final design is a subtle nod to heritage, while staying grounded in the earthy, tactile qualities of Alastair’s ceramic work. We began with sketches exploring different symbolic directions: pottery wheel motifs, clay forms, and firing process representations. Each concept aimed to capture the essence of Alastair's craft.

Client feedback guided us toward a direction that emphasized the symbolism of tools and process, representing both tradition and the circular nature of creation. It also serves to represent the balance between the organic and traditional nature of clay against the modern and industrial precison Alastair strives for in his work.

Final Logo Design

The final logo incorporates a stylized protractor symbol married to a symbol made by his grandad's maker mark, the 'Cross' shape with clean, modern typography. The earthy colour palette references the natural materials used in ceramics. It also works with Alastair's own optical abaility. As he is color blind it was important that our color pallet be accessible for himself as well as others who may have the same issues.The result is a brand identity that feels both timeless and personal, honouring the past while shaping a new future in British craft.

We created multiple variations for different applications, ensuring the logo remains recognizable across digital and physical mediums.

Brand Identity System

Colour & Typography

The colour palette draws directly from the ceramics themselves—warm terracottas, earthy browns, and subtle beiges—creating a cohesive visual language that extends from product to digital experience.

Typography balances readability with personality—the display font features slightly irregular edges that suggest handcrafting without sacrificing legibility, while the supporting text employs a clean sans-serif.

Website Strategy & Planning

Creating a digital experience that showcases craftsmanship while enabling commerce.

Site Objectives

We identified three primary objectives for the website: showcase Alastair's craftsmanship and process, sell his ceramic products, and tell his story as an artisan.

User journeys were mapped for different visitor types, from casual browsers to serious collectors, ensuring each path led to meaningful engagement.

Website Design Process

Wireframing & UI Design

We began with wireframes that established a clear visual hierarchy and user flow. The structure evolved based on user needs, ensuring the most important content was prominently featured.

The UI design development emphasized creating digital elements that reflect ceramic textures and the organic nature of handcrafted pottery.

Key Design Decisions

The full-width hero image featuring Alastair's ceramic pieces against natural stone immediately communicates authenticity and craftsmanship.

The vertical flow guides visitors through a carefully orchestrated narrative: from brand identification, to product showcase, to personal story.

Small irregularities in button shapes and subtle texture overlays throughout the interface create a tactile quality that digital experiences often lack—a direct nod to the textural nature of ceramics.

Development & Implementation

Technical Approach

The responsive design maintains the integrity of the visual story across devices through thoughtful recomposition rather than mere rescaling.

Performance optimization techniques were implemented to ensure fast loading despite rich imagery, including lazy loading and image compression.

Photography & Content

Visual Storytelling

Product photography was directed to highlight ceramic textures and forms, using natural lighting to showcase the authentic qualities of each piece.

Behind-the-scenes documentation of Alastair's creation process provides transparency and builds connection with potential customers.

Results & Impact

Measuring the success of our brand and website implementation.

+15%

Online Sales

Increase in online sales within the first three months after launch.

+110%

Website Traffic

Growth in monthly website visitors compared to previous online presence.

2

New Stockists

New retail partnerships established as a result of the professional brand presence.

"SCM Design Studio truly understood my vision as a craftsperson. They created a brand and website that perfectly captures the balance between traditional techniques and modern design that defines my work. The result has transformed my business, bringing my ceramics to a wider audience while maintaining the authentic connection to my craft."

Alastair Smith

Alastair Smith Ceramics

Reflections & Learnings

Key Successes

The integration of physical textures into digital design elements created a cohesive brand experience across all touchpoints.

Challenges Overcome

Balancing the authentic, handcrafted aesthetic with modern e-commerce functionality required careful consideration of user experience principles.

Future Opportunities

Expanding the brand into workshop bookings and educational content could further leverage Alastair's expertise and create additional revenue streams.

Alastair Smith Ceramics

Project Overview

The Client

The Challenge

The Approach

Discovery & Research

Market Analysis

Visual Research

Brand Strategy

Brand Positioning

Logo Development

Concept Exploration

Final Logo Design

Brand Identity System

Colour & Typography

Website Strategy & Planning

Site Objectives

Website Design Process

Wireframing & UI Design

Key Design Decisions

Development & Implementation

Technical Approach

Photography & Content

Visual Storytelling

Results & Impact

Online Sales

Website Traffic

New Stockists

Reflections & Learnings

Key Successes

Challenges Overcome

Future Opportunities

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