Leaf and Thread Ceramics
Creative Direction, Content,
Web Design & Development
Locally made in Melbourne
Since working with local ceramicist Laura Veleff to photograph her wonderful collection of planters and vases, I was also commissioned to design and relaunch the Leaf and Thread e-commerce website on Shopify. We worked together to reposition the brand’s visual identity, introducing a new colour scheme, typefaces and logo motif—marrying with the direction we established in the photography.
Through analysis of the Leaf and Thread product range, I developed a content hierarchy that was easy for customers to navigate and can be easily extended upon as Laura launches new products within her range. We also worked through language, copywriting and SEO techniques, ensuring consistency and detail was published from product to product. The delivered site offers full control and flexibility for Laura moving forward, as she continues to build her business through direct to customer and wholesale orders, as well as growing her online content.