Disclaimer: This was an unselected client pitch where our team worked with a live brief provided by Mud Australia in association with UAL. This project and its outcomes are not affiliated with Mud Australia in any way.
Project overview
To celebrate Mud Australia's 30-year legacy during London Craft Week 2025, students from London College of Communication (LCC at University of the Arts London (UAL)) were invited to pitch multi-disciplinary brand collateral that centered Mud Australia’s culture and values: community, craft, care, and sustainability. The selected pitch would transform their Islington and Marylebone stores into immersive showcases for design, activating engagement and commemorating Mud Australia’s journey into the UK market.
Concept
Our final pitch to Mud Australia consisted of four deliverables:
A visual diary fine art book that would consist of 30 interviews with women in the UK of various backgrounds reflecting women’s longstanding roll as storytellers and vessels for heritage to show how Mud could be integrated into any home, exploring their pieces’ longevity.
A promotional video for the book was made during the interviews to be shared on social media and during London Craft Week.
30 different postcards with questions on the back using images featured in the visual diary. Answered postcards would be creatively strung from the ceiling to create an installation around the book.
A 9-grid for Instagram using images and the trailer would also be incorporated into Mud’s social media feed.
My roles
The art direction for this pitch was a collaborative effort between myself, Arundhati Kumari Chauhan, María Rodriguez Suarez, and Megan Kyte. I worked together with Arundhati and María on our set design, and designed our social media mockups and spatial design sketches. In addition, I took on many producer tasks, leading our communications as well as the majority of our project management and administrative tasks.
