MMCLAY SOCIAL MEDIA STRATEGY

I developed and executed a social media strategy and content that increased MMclay’s Instagram following and deepened community engagement.

CHALLENGE

MMclay needed to stand out in a crowded market while maintaining a distinct voice with completely organic content.

APPROACH

I focused on consistency, storytelling, behind-the-scenes content, and seasonal campaigns that felt authentic to the brand. I introduced mini-series, artist spotlights, and UGC.

RESULTS: Grew account 45% organically to 23K followers

KILN TO TABLE VIDEO SERIES

To highlight the importance of handmade tableware and deepen the brand’s relevance in the culinary world, I produced a video series featuring chefs using MMclay ceramics in their restaurants. Each episode tells a story about the importance of supporting local businesses and how craft and community are intertwined in food.

Cover Photo Credit: Cat Fennel

CHALLENGE

With minimal budget, MMclay wanted to create meaningful content that would resonate with both the food and design community.

APPROACH

I built a content calendar around the series, created interview guides for filming, and designed visual assets to use variations and release the videos across platforms. I focused the narrative around locality, handmade process, and shared values.

MMCLAY X QUEENS PARTNERSHIP

To expand MMclay’s audience and connect with a mission-driven local food producer, I led the creative production and launch rollout for a collaboration with Queens, a Korean-American fermentation company known for sustainable sourcing, traditional methods, and partnerships with Northern California farmers. The collaboration brought together handmade ceramics and Queens’ process-driven pantry staples to celebrate shared values around locality, craft, and cultural storytelling.
The limited run sold out within five hours of launch.

CHALLENGE

With minimal budget, we needed to create a launch that felt true to both brands. The project required bridging two distinct but complementary audiences — design-forward ceramics customers and food enthusiasts who value sustainability, heritage, and small-batch production. We needed to generate excitement without overproducing assets, while keeping the collaboration authentic and grounded in each brand’s identity.

APPROACH

I managed the collaboration from a creative and marketing standpoint, coordinating cross-brand communication and designing the visual assets for the launch. I developed messaging that connected MMclay’s handmade process with Queens’ tradition-rooted, locally sourced approach to food, emphasizing shared values around craftsmanship and community.

VERONICA RUFRANO

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