SALT CITY SMITHERY
Salt City Smithery is an artisan jewelry studio and metalsmithing school built to serve local makers through hands-on classes, workshops, and community events.
role:
CREATIVE DIRECTOR & DESIGNER
client:
SALT CITY SMITHERY
scope:
BRAND IDENTITY, WEBSITE DESIGN, COMMUNITY MARKETING, CLASS PROMOTION
THE CHALLENGE
As a new entrant in the local creative scene, the studio needed a brand identity and website that would communicate craft authority, approachability, and creative energy. The goal was to attract both serious students and curious beginners while establishing the Smithery as a cultural hub for jewelry education.
THE STRATEGY
The direction focused on honoring traditional craftsmanship while making participation feel accessible.
Key priorities included:
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Creating a timeless maker-inspired identity
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Driving awareness and enrollment for classes and events
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Building a digital home for the community
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Supporting long-term growth in programming and membership
THE EXECUTION
I led the development of the brand and digital presence, delivering:
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A classic badge-style logo rooted in heritage and authenticity
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A visual system adaptable across signage, merchandise, and promotion
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Website design optimized for class discovery and registration
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Marketing materials supporting workshops and special events
Typography, iconography, and layout choices balanced grit with clarity—reflecting both the discipline of the craft and the excitement of learning it.
THE RESULTS & IMPACT
Established Local Credibility
The identity helped position the studio as a legitimate, professional destination for metalsmithing and jewelry training.
Increased Visibility for Programming
Clear digital organization made it easier for visitors to find and register for classes and events.
Stronger Community Presence
Consistent branding across physical and digital touchpoints reinforced the Smithery’s role as a creative gathering place.
Room to Grow
The flexible system supports future instructors, expanded offerings, and potential retail opportunities.