VERONICA RUFRANO
Social media and content strategy for design-driven brandsSan Franisco Bay Area
MMCLAY SOCIAL MEDIA STRATEGY
I developed and executed a social media strategy and content that increased MMclay’s Instagram following and deepened community engagement.
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
With minimal budget, MMclay wanted to create meaningful content that would resonate with both the food and design community.
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.
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.
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.