Wendy Friedman Ceramics
Brand Identity & Portfolio Website
Brand identity and Squarespace website for ceramic artist Wendy Friedman. Unlike the other ceramic artist projects, Wendy's site isn't a traditional e-commerce store. It's an inquiry-based experience where visitors browse the work and reach out directly for custom commissions. I designed the logo, built the site, shot all product photography, and crafted copy that reflected Wendy's quiet, intentional approach to hand-thrown ceramics.
Visit Live Site
The Challenge
Wendy needed an online presence that reflected the spirit of her hand-thrown ceramics without turning her practice into a transactional experience. Standard e-commerce templates felt wrong for work that's personal and process-driven. She needed a space that was simple, personal, and beautiful: a portrait of her practice, not a storefront.
Research & Discovery
Visited Wendy's studio multiple times to understand her process. The meditative quality of her throwing practice directly informed the calm, unhurried feel of the website
Wendy described her ideal customer interaction as 'a conversation over tea, not a transaction at a register,' and this framed the entire inquiry-based approach
Studied how other ceramic artists with inquiry-based models presented their work. Most buried the contact form, creating friction, so I made inquiry the second most prominent section after the work itself
Design Strategy
Wendy's website isn't trying to maximize sales. It's trying to attract the right customer. Someone who discovers her work online and takes the time to write a personal inquiry is exactly the type of collector she wants. The inquiry-based model acts as a natural filter: people who value handmade, personal objects self-select through the process.
Design Decisions
Chose inquiry-based flow over traditional e-commerce because Wendy's work is custom and personal, and she values the conversation that leads to a commission more than transactional efficiency
Limited the site to three sections (Work, Inquire, About) instead of expanding with a blog or events page. Restraint in navigation mirrors the restraint in her ceramics
Shot portraits of Wendy at work alongside product photos because the artist and the process are inseparable from the work, and collectors want to know who made their piece
Used neutral palette with generous whitespace throughout so the design recedes and the ceramics are always the focal point
Results & Impact
- Complete visual identity system with logo, color palette, and brand guidelines
- Professional photo library of 13+ product images and studio portraits
- Conversion-friendly design supporting custom orders through inquiry rather than cart
- Authentic digital representation described as 'a portrait in digital form'
Tools & Platform
Deliverables
Brand Identity & Logo
Squarespace Website Build
Product & Studio Photography
Copywriting