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Fireclay Tile Brand Book
Codifying a Decade of Transformation
Project Type
Brand Book
My Role
Lead Designer
Tools
InDesign
Illustrator
Photoshop
Deliverables
Interactive Master Brand Book (PDF)
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Overview
After years of rapid growth and incremental brand refreshes, Fireclay Tile needed a clear foundation to keep everyone on the same page. Despite a well-developed visual aesthetic and tone of voice, we needed a document that would ensure clarity and consistency around key brand elements, such as the logo, color palette, typography, and photography.
The Approach
Rather than acting as the sole author, I managed the production by identifying the unique strengths of my team and let them take the lead on the sections where they thrived. At times, this meant formally documenting the ways in which we were already using certain elements. It also meant developing new rules where there were none.
My main focus was the structure. I made sure that even with several people building the files, the final result felt like it came from a single hand. It was about creating a consistent rhythm across every page so the brand felt whole.
The Outcome
The final guidelines did more than just organize our assets; they helped the team work better together:
Faster Onboarding: We created a clear manual that helps new hires and outside partners get to work immediately without the usual back-and-forth.
A Unified Look: Whether it’s an email, a social post, or a digital ad, the brand now feels consistent and intentional across every channel.
Stronger Team Culture: The process gave the design team a sense of pride. They don't just follow the brand; they see their own work as something we all contributed to and collectively owned