Helen Levi Ceramics
Painted Squares
Helen Levi is a celebrated ceramicist working out of Queens, New York. When she opened her studio shop to the public, she needed a brand presence that felt just as personal and tactile as the work she creates. The goal was to build a cohesive visual identity that could live comfortably in her retail environment, while still offering flexibility across digital and printed materials.
As lead designer, I collaborated closely with Helen to evolve her brand identity—keeping the aesthetic honest, tactile, and grounded. I led a full creative refresh, from art direction to visual storytelling, making sure every brand expression felt consistent with her ceramics.
BRAND IDENTITY SYSTEM
2024
My approach
We started by identifying the visual language already present in her work: soft texture, earthy tones, and natural imperfection. Drawing inspiration from her hand-thrown pieces, I created a hand-painted textile pattern to serve as a visual anchor across the brand. This print became a unifying asset across signage, printed collateral, and the in-store experience.
At the same time, we focused on making the brand feel connected to the local community. From small takeaway items to the tone of voice on in-store materials, the aim was to create something that felt handmade—because it was.
Results
The result was a brand experience that felt like an extension of Helen’s studio itself: approachable, refined, and unmistakably hers. The new visuals helped clarify her identity at a pivotal moment in her business, and strengthened the relationship between her process, her product, and her audience. The system we built gave her the flexibility to grow—across product lines, platforms, and future collaborations—without sacrificing authenticity.
An ongoing relationship
The digital textures and collateral were designed to be both functional and versatile, adaptable across a wide range of printed and digital applications. The artwork reinforces brand cohesion by integrating Helen’s distinct logo marks in a way that feels intentional and memorable. With a strong foundation in place, we’re planning additional printed and digital collaborations to continue evolving the brand experience.
