Hey Clay
Art Direction & Design Lead for Hey Clay's digital line (Trendformer Holding): launched the brand's first online store, turned its app into a core product experience, and rebuilt the design process from chaos into a system the team could ship from.
Company
Trendformer Holding
My role
Art Director & Design Lead (digital direction)
Focus
Product experience, website & e-commerce, app, social media
What I Did for Hey Clay
Product & App
Turned the app into a core part of the product, not a support add-on — simplified key flows and visual language, and synced it with physical kits into one continuous phygital experience.
Team & Process
Departments didn't coordinate before I joined. Built processes and communication between design, marketing and tech, and defended new brand directions directly to the founders.
Website & Store
Launched the brand's first online store — there wasn't one before — and rebuilt the Amazon presence. Defined UX and structure to make buying simple and clear.
Social & Community
Ran TikTok and Instagram with SMM: from concept and script to final asset. Shifted communication toward kids' creations to grow the community.
External Collaborators
Brought in sculptors, a photographer, motion designers and developers for key brand materials.
