Kiln: key visual
The brief we wrote
Kiln: the problem.
Kiln is a fictional ceramics studio in Bandra West running wheel-throwing and hand-building classes for beginners. Its Instagram is full of beautiful pieces and comments asking how to join.
Every booking happens in direct messages: dates, availability, payment and reminders, one conversation at a time. Classes run half full while the founder spends evenings answering DMs.
What the category does
- Beautiful feeds with no path to book.
- Class dates, sizes and prices hidden until someone asks.
- Gift enquiries lost because there is nothing to buy.
The insight
The audience is already there. The path isn’t.
Nobody needs convincing that pottery is lovely. They need to know when the next beginner class is, whether there’s a seat and how much it costs, in the moment they feel like trying it. The design job is to remove every step between that feeling and a booking.
Three routes, one chosen
Three directions for Kiln, one chosen.
Route A
Contemporary ceramics.
Gallery white
Elegant, but it feels like a place to look, not a place to get your hands dirty.
Parked
Route B
Let’s get messy!
Playful craft
Friendly, but it undersells the skill and the calm of the studio.
Parked
Route C
Make something you can’t undo.
Commitment
Honest about what clay feels like, and a little bit brave, like the first class.
Chosen
01 · Identity
Kiln: a brand that looks like itself.
An italic serif with a handmade lean, terracotta and glaze teal on bone, and concentric circles taken from the potter’s wheel. The system is quiet enough to let students’ pieces be the colour.
- Wordmark set in Instrument Serif Italic
- Terracotta, glaze teal, bone and charcoal
- Concentric wheel circles as the only pattern
Kiln: wordmark, colour palette and typography
02 · Website
The Kiln website, built around the idea.
The homepage shows the next three beginner classes with seats left and prices. Booking takes three steps, and gift cards finally exist.
- Class calendar with live seats left
- Real prices and class sizes, visible before anyone asks
- Three-step booking with reminders
- Gift cards for the people who ask in December
Kiln: website homepage concept
03 · Mobile
Kiln on mobile, where most customers meet it.
Nearly every visitor arrives from Instagram on a phone. The booking flow is built for thumbs: pick a class, pick a seat, pay.
Kiln: three mobile screens
04 · In the world
Kiln, away from the screen.
Gift cards, a studio chalkboard that matches the website, and a content calendar built from what students make each week.
Kiln: brand applications
How we’d know it worked
The numbers we’d agree for Kiln on day one.
This is a concept, so there are no results to report. These are the measures we’d set with a real client before starting, and review every cycle.
01
Seats filled per class
Half-empty classes were the original problem.
02
Bookings without a DM
Every one is an evening the founder gets back.
03
Gift card sales
A revenue line that didn’t exist before.
Why a concept?
Why Kiln is a concept, and says so.
Kiln doesn’t exist. We wrote this brief ourselves and took it through the same process we’d use with a client: research, a real insight, routes we could defend and the decisions that follow. Names, prices, people and places in the visuals are illustrative. Client work will appear here when clients say it can.
The services behind it
Have a real brief like Kiln’s?
Start with a 45-minute Growth Audit. Bring the problem; we’ll bring the questions.