Project Overview
Clay quickly gained a cult following among GTM professionals as it became the new industry standard for AI-assisted lead generation. DIY Clay events sprang up in cities around the world. As exciting as this was, the visual design of these events was disparate and not cohesive with the parent brand (to say the least).
As a contract brand designer, I led an effort to unify Clay Club events, while celebrating the diversity of different cities involved. I created tools, templates, and documentation so that anyone even with minimal knowledge of design could create event marketing collateral that felt official.
Event Invitation Tool
I created a three-step process that lets anyone create event invitations for multiple platforms at once. Even without host photos, the system offers more than ten thousand on-brand combinations—making high-quality, consistent design accessible to the entire team.
Event Kits
I also created complete host kits—including presentation templates, digital signage, and social promo assets—to make event execution consistent and on-brand across every location.
Clay City Landmarks
For the first iteration, I designed “clay” landmark illustrations for each pilot city (created in Blender). The approach wasn’t ultimately scalable as new cities were added, but it resonated strongly with event hosts and helped validate the visual direction.
