Once home to some of Melbourne’s West’s most significant pottery and porcelain manufacturers, Clayworks takes its name from the site’s proud industrial past. After lying dormant for many years, SMA Projects is giving the site new life through a vibrant mix of apartments, townhouses, a hotel, retail and pocket parks—all shaped by its rich heritage and connection to Sunshine.

Honouring the past while reimagining the future, Clayworks required an authentic brand positioning that reflected both the character of the site and its promise of positive change. This idea informed every aspect of the first-stage marketing campaign and communications.

The identity combines diverse materials and geometric forms inspired by the architecture and industrial surrounds. Earthy tones drawn from clay, stone and minerals create a grounded colour palette, while architectural illustrations represent the precinct’s varied townhouse designs. A bold brand mark and distinctive ‘impression’ motif evoke a ceramic maker’s stamp—a symbol of craftsmanship, authenticity and pride that connects Clayworks’ historical roots with its thriving future.