Official Brand Standards Document
Potter's
Cabin
Everything you need to represent our brand with confidence, consistency, and craft.
Confidential — Internal Use Only
01 — Brand Overview
Who We Are
Potter's Cabin is Alexandria's first boutique community pottery studio — a warm, welcoming space where adults come to slow down, make something with their hands, and find their people.
881
S. Pickett St., Alexandria VA
We operate as a tiered membership studio inside a converted industrial warehouse space — exposed brick, high ceilings, raw concrete — designed to feel like the most beautiful studio you've ever stepped into. Our founding members are the co-founders Ray and Stacy.
How to use this guide: This document is the single source of truth for every piece of Potter's Cabin communication — from a social post to a printed postcard to a partner pitch deck. When in doubt, reference here first. If you need something not covered, contact the founders before creating off-brand assets.
02 — Mission & Vision
Why We Exist
Mission Statement
To give every adult in Northern Virginia a place to slow down, get their hands dirty, and make something that is entirely their own.
Our mission drives every operational decision — from how we price memberships to how we design the studio floor.
Vision Statement
To become the defining community ceramics studio of the DMV — a place where craft, creativity, and human connection are passed on for generations.
The vision is our ten-year north star. It guides brand positioning, community programming, and growth decisions.
Note — Pending Founder Review: The mission and vision statements above are proposed drafts based on the studio's research brief and positioning. Ray and Stacy should review, edit, and formally approve before this guide is distributed.
03 — Brand Values
What We Stand For
These five values are not aspirational slogans. They are the operating principles that govern how we treat members, design the space, post on social media, and run every class.
01
Community First
The studio thrives when its members do. We design for connection — between makers, between skill levels, between strangers who become friends over the wheel.
02
Craft as Self-Care
Making things with your hands is not a hobby — it is a form of rest. We honor the slowness of clay and protect it from being rushed.
03
Radical Inclusivity
The wheel is for everyone. No prior experience required. No judgment about what you make. We meet every member exactly where they are.
04
Beautiful Spaces Matter
Environment shapes experience. We invest in aesthetics — lighting, materials, layout — because a beautiful studio makes better makers.
05
Transparency & Integrity
Clear pricing, honest communication, no hidden fees. We run the studio the way we'd want a studio run for us.
04 — Brand Personality
Our Character
If Potter's Cabin were a person, they would be a warm, creative, slightly earthy friend who has great taste — someone who hosts dinner parties in a beautifully imperfect home, recommends books you'll actually read, and genuinely listens.
Warm
Not corporate
We greet by name. We celebrate every first piece. We remember why you joined. Warmth is our default mode.
Creative
Not precious
Art is for everyone. We encourage experimentation, celebrate failure, and resist the urge to take ourselves too seriously.
Grounded
Not trendy
We are rooted in craft, materials, and making. We resist empty aesthetics and lead with substance.
Aspirational
Not exclusive
We elevate the experience without gatekeeping it. The studio looks beautiful because beautiful environments deserve everyone — not the other way around.
Playful
Not silly
Humor lives here — blooper Reels, imperfect mugs, clay-covered aprons. We take the craft seriously, not ourselves.
Confident
Not arrogant
We know what we are and what we are not. We don't hedge, over-explain, or apologize for having a point of view.
Personality Spectrum
We live in the bold middle of these pairs.
05 — Voice & Tone
How We Sound
Our voice is consistent. Our tone adapts to context. Think of it this way: our voice is our personality in words — it doesn't change. Our tone is the mood of a specific piece of communication — it shifts based on audience and situation.
Warm
We write like a knowledgeable friend, not a brand. First-person plural ("we," "our studio") or second-person ("you"). Never stiff or corporate.
Clear
Short sentences. Active verbs. No jargon. If a 10th-grader wouldn't understand it, rewrite it. Clarity is a form of respect.
Grounded
We make specific claims. We don't over-hype. "Founding members save 15% for life" beats "an incredible, unbeatable deal you'll love."
Encouraging
We champion the maker at every level. The beginner struggling with a lopsided bowl and the experienced artist both get the same enthusiasm from us.
Write Like This, Not Like That
Say This
"Your first bowl doesn't have to be perfect. It just has to be yours."
Not This
"We offer a world-class ceramics experience for discerning creators of all skill levels."
Say This
"Founding memberships are open now. Spots are limited — we mean that."
Not This
"Don't miss this AMAZING opportunity!!! Limited time only!!!"
Say This
"We built Potter's Cabin because Northern Virginia needed a studio worthy of its makers."
Not This
"Passionately dedicated to the art of pottery, we strive to leverage creative synergies."
Say This
"Come throw. Make something ugly. We love it here."
Not This
"Experience the transformative power of our state-of-the-art ceramics facility."
Tone by Context
| Context | Tone | Example |
|---|
| Instagram / TikTok | Playful, visual, short | "Your therapist said express yourself. We have wheels." |
| Email newsletter | Warm, informative, conversational | "Here's what's new at the studio this month — including the glazes we're obsessing over." |
| Membership page | Clear, confident, benefit-led | "Three tiers. No hidden fees. Cancel anytime." |
| Press / media | Professional, story-led, specific | "Potter's Cabin opens October 1 at 881 S. Pickett Street in Alexandria, filling a gap left by the Alexandria Clay Co-op's lengthy waitlist." |
| DMs / member support | Personal, warm, fast | "Hey! Totally — we can swap your Thursday slot. What works for you?" |
06 — Target Audience
Who We Serve
Primary Demographic
- Adults aged 25–60
- Household income $125K+
- Located within 20-minute drive of 881 S. Pickett St.
- Concentrated in Alexandria, Arlington, Fairfax, Springfield, and Reston
- Bachelor's degree or higher education
- Homeowners and renters (do not exclude renters — high renter density in core ZIPs)
Psychographic Profile
- Arts, crafts, or DIY hobbyist
- Yoga, meditation, or wellness practitioner
- Fine arts and culture enthusiast (museum-goer, performing arts)
- Gourmet food, cooking, or gardening interest
- Shops Etsy, Anthropologie, West Elm, Crate & Barrel
- Member of a fitness studio or wellness community
- Charitable donor to arts/culture nonprofits
Key opportunity: The Alexandria Clay Co-op has an active waitlist and no hospitality polish. We absorb that unmet demand by offering tiered memberships, a beautifully designed space, and no waitlist at launch.
Secondary Audiences
Adjacent
Parents of art-curious kids
Paint-your-own studio customers whose kids' interest spills into their own desire. Our "Parents' Night Out" sessions target this segment.
Adjacent
Corporate event planners
Team-building and private events represent high-revenue slots that fill off-peak hours. Target HR directors and office managers in the I-395/Van Dorn corridor.
Adjacent
Gift buyers
Gift cards, single-session passes, and founding member gifts. Particularly strong for the holiday season (Nov–Dec) and Valentine's Day window.
07 — Audience Personas
Who's Walking Through the Door
- Location
- Del Ray, Alexandria
- Job
- Senior UX Designer, remote
- HHI
- $145K household
- Motivation
- Screen fatigue; craves tactile, offline activity
- Barrier
- Worried she won't be "good enough"
- Finds us via
- Instagram Reel, postcard, co-worker mention
"I need something that isn't a screen. I don't care if I'm good at it — I just need to make something with my hands."
- Location
- Arlington (Shirlington)
- Jobs
- Attorney + Federal Analyst
- HHI
- $280K household
- Motivation
- Date-night activity; shared creative hobby
- Barrier
- Schedule unpredictability; need flexibility
- Finds us via
- Postcard, Google search, ALXnow coverage
"We've been doing the same dinner-and-drinks thing for ten years. We want something we can actually do together."
- Location
- Kingstowne, Fairfax
- Job
- Semi-retired educator
- HHI
- $195K household
- Motivation
- Reclaiming personal time; community connection
- Barrier
- Commute distance; wants to feel the studio is "for her age"
- Finds us via
- Postcard, friend referral, Facebook
"The kids are gone. Now I want something that is entirely mine. I've always wanted to learn pottery."
08 — Brand Positioning
Where We Fit
Potter's Cabin occupies a deliberate position in the Northern Virginia ceramics market: premium experience, community-first ethos, flexible membership, priced below the ceiling.
Competitive Positioning Matrix
| Studio | Format | Price Range | Weakness We Exploit |
|---|
| Alexandria Clay Co-op | Cooperative | Session-based | Waitlist; governance-heavy; no hospitality polish |
| TealNest Pottery (Reston) | Teaching studio | $280/mo | No flexible access; session-locked |
| Hinckley Pottery (DC) | Class-based | $215/mo | DC location; no Alexandria presence |
| Lee Arts Center (Arlington) | Public studio | Low/subsidized | County feel; limited hours; no premium experience |
| Potter's Cabin | Boutique member studio | $99–$275/mo | This is us. Fill the gap. |
Positioning statement: For adults in Northern Virginia who want a craft practice and a creative community, Potter's Cabin is the boutique membership studio that delivers a beautifully designed, flexible, hospitality-first experience — without a waitlist, a cooperative governance board, or a drive into DC.
09 — Brand Promise
Our Promise to Members
"Every time you walk through our door, you will leave with something — a skill, a piece, a memory, or just a clearer head."
This is the experiential contract we hold with every member, guest, and partner. It is the filter for every studio decision: programming, scheduling, staffing, aesthetics, and communication.
10 — Brand Story
How We Got Here
Potter's Cabin started with a waitlist that wasn't ours — and a feeling that Northern Virginia deserved better.
When co-founders Ray and Stacy set out to find a pottery studio worthy of Alexandria's creative community, they kept running into the same wall: the Alexandria Clay Co-op had a years-long waitlist, the nearest boutique options required a DC commute, and every county-run studio felt like the inside of a middle school art room.
They weren't looking to build a business. They were looking for a studio. When they couldn't find one, they built it instead.
881 S. Pickett Street was a warehouse with exposed brick, industrial trusses, and concrete floors — bones that most people walk past. Ray and Stacy saw the most photogenic pottery studio in Northern Virginia waiting inside. On October 1, 2026, the doors open.
Note — Pending Founder Input: The brand story above is a proposed narrative. Ray and Stacy should review for factual accuracy and personal voice before publication.
11 — Tagline
The Line That Travels
A tagline must work as a hashtag, a Reel caption, a postcard headline, and a neon sign. Below are proposed options. One should be selected and locked before any marketing materials are printed.
Recommended Primary
Get your hands dirty.
Option B
Throw something beautiful.
Option C
Made by hand. Made for you.
Option D
Where community is made.
Action Required: Select and lock the primary tagline before postcards are printed or social handles are claimed. Once published at scale, changing the tagline is costly.
12 — Elevator Pitch
The 30-Second Version
For a Stranger
30-Second Pitch
"Potter's Cabin is a boutique pottery studio opening in Alexandria this October. We have tiered memberships so you can come as often as you want — whether that's once a week or every day. Think of it as a yoga studio, but instead of a mat, you get a wheel and a kiln."
For Press
Media Pitch
"Potter's Cabin is Alexandria's first boutique ceramics membership studio, opening October 1, 2026 at 881 S. Pickett Street. We offer three membership tiers starting at $99/month, filling the gap created by the Alexandria Clay Co-op's extensive waitlist and the lack of any premium studio option south of DC."
For a Partner / Sponsor
Business Pitch
"We're targeting 25–60 year old adults with household incomes above $125K in 34 Northern Virginia ZIP codes. Our founding member campaign is active now. We're looking for aligned partners who want to reach an arts-engaged, community-oriented, higher-income demographic in the DMV."
13 — Key Messaging
What We Always Say
These messages must appear consistently across channels. When writing about Potter's Cabin — in any format — pull from this list.
01
No Waitlist at Launch
The Alexandria Clay Co-op has a years-long waitlist. We are open, with founding membership spots available now. This is the message for all pre-launch marketing.
02
Three Tiers, Total Flexibility
Light ($99/mo), Studio ($179/mo), Unlimited ($275/mo). No long-term contracts. Clear pricing. Upgrade or downgrade as your schedule changes.
03
A Space Designed to Inspire
Industrial warehouse bones — exposed brick, high ceilings — redesigned as the most beautiful pottery studio in Northern Virginia. Beauty is not a bonus. It is the point.
04
20 Minutes from Anywhere in NoVA
Our I-395/Van Dorn location places us equidistant from Arlington, Springfield, and Fairfax. Use this geographic advantage in all local messaging.
05
No Experience Needed. Ever.
We never use language that implies a skill threshold. The wheel is for beginners and advanced makers equally. This must be communicated in every introductory piece.
14 — Messaging Pillars
Four Pillars. Every Channel.
Every piece of content, every caption, every email subject line should connect to at least one of these four pillars. If it doesn't, reconsider publishing it.
🏺
The Craft
Content that celebrates the art and process of pottery — wheel throws, glaze reveals, kiln fires, hand-building techniques. This is our most shareable content category.
Process ReelsBefore/AfterTutorialsASMR
🤝
The Community
Content that shows the people — members throwing together, friendships formed over clay, the founders on camera, UGC from member pieces. Community content drives membership inquiries.
Member SpotlightsBehind the ScenesUGCEvents
✨
The Space
Content that showcases the studio's aesthetic — the neon wall, the shelf of member pieces, the kiln reveal, the texture of wet clay on concrete. This pillar drives our Instagrammability.
Studio ToursDesign DetailsLightingAmbiance
🧘
The Practice
Content that connects pottery to wellness, slowness, and mental health — the antidote to screen time and hustle culture. This pillar reaches our wellness-adjacent audience.
MindfulnessSlow LivingSelf-CareDigital Detox
15 — Approved Boilerplate
Copy-Paste Ready
Use these exact blocks — without modification — in press releases, social bios, partner decks, and event listings.
Short Boilerplate (50 words)
Potter's Cabin is a boutique community pottery studio in Alexandria, Virginia. Opening October 1, 2026 at 881 S. Pickett Street, the studio offers tiered memberships for adults seeking a creative practice, flexible studio access, and a beautifully designed space to make, learn, and connect.
Long Boilerplate (100 words)
Potter's Cabin is Northern Virginia's premier boutique ceramics studio, opening October 1, 2026 at 881 S. Pickett Street in Alexandria. Co-founded by Ray and Stacy, the studio is housed in a converted industrial warehouse featuring exposed brick, high ceilings, and a purpose-designed Instagrammable interior. Potter's Cabin offers three membership tiers — Light ($99/mo), Studio ($179/mo), and Unlimited ($275/mo) — serving adults aged 25–60 who seek a creative outlet, community connection, and a studio that takes both craft and experience seriously. Founding memberships are available at potterscabin.com.
Social Bio (Instagram / TikTok, 150 chars)
Alexandria's boutique pottery studio. 🏺 Opening Oct 1, 2026. Memberships from $99/mo. 881 S. Pickett St. Get your hands dirty ↓
16 — Logo Suite Overview
Our Complete Logo Family
The Potter's Cabin logo system was designed as a full suite. Every logo file serves a specific purpose. Never mix logo files outside their intended context. Never modify any logo without written founder approval.
File naming convention: All logo files use the prefix PottersCabin-Final_PC- followed by the variant name. See the Asset Library section for download links.
Full Color Logo
PC-FullColorLogo.svg
Black Shiny Window
PC-BShinyWindowLogo.svg
White Circle Logo
PC-WhiteCircleLogo.svg
Green Circle Logo
PC-GreenCircleLogo.svg
Black Circle Logo
PC-BlackCircleLogo.svg
Brown Circle Logo
PC-BrownCircleLogo.svg
Texture Mark
PC-TextureMark.svg
White Flat Window Logo
PCWFlatWindowLogo.svg
Black Flat Window Logo
PC-BFlatWindowLogo.svg
17 — Primary Logo
Lead With This
The Full Color Logo (PC-FullColorLogo.svg) is the primary logo. It is used on the website, marketing materials, membership welcome kits, and any context where the brand is being introduced for the first time.
Primary logo rule: Always use the SVG source file. Never use a screenshot or screenshot-derived JPG/PNG of the logo for digital use. For print, export a CMYK PDF from the SVG.
18 — Secondary Logos
When to Use What
| Logo File | Use On | Background Color |
|---|
| Full Color Logo | White or cream backgrounds, primary marketing | White, Cream (#f5f0e8) |
| White Circle Logo | Dark or photo backgrounds | Dark ink, photography |
| Green Circle Logo | Merchandise, apparel, brown/neutral backgrounds | Brown, neutral, kraft |
| Black Circle Logo | Single-color print (black ink only) | White, cream, light paper |
| Brown Circle Logo | Cream or warm backgrounds, merchandise | Cream (#f5f0e8), kraft paper |
| B/W Shiny Window | Premium print, foil treatments | Dark only |
| B/W Flat Window | Embossing, engraving, single-color print | As needed |
| Texture Mark | Watermarks, stamp treatments, backgrounds | Any — use at low opacity |
19 — Logo Marks, Icons & Pots
The Supporting Cast
The logo suite includes standalone pot marks and social media buttons — purpose-built for specific use cases.
Green Pot
PC-GreenPot.svg · App icon, favicon
Brown Pot
PC-BrownPot.svg · Print accent
White Pot
PC-WhitePot.svg · Dark backgrounds
Social Media Buttons
Use the branded social buttons on postcards, email footers, and printed materials. Never use generic platform icons — always use the provided branded versions.
Instagram Button
PC-IG_btn.svg
Facebook Button
PC-FB_btn.svg
Twitter/X Button
PC-Tw_btn.svg
LinkedIn Button
PC-Li_btn.svg
20 — Logo Spacing Rules
Give It Room to Breathe
The clear space around any logo version must never be violated by other graphic elements, text, or image edges. The minimum clear space is equal to the height of the letter "P" in the wordmark on all four sides (approximately 20% of the logo's height).
1× unit
1× unit
1× unit
1× unit
Dashed boundary = minimum clear space. No text, graphics, or image edges inside this zone.
Minimum Size Rules
| Logo Type | Digital Minimum | Print Minimum |
|---|
| Full horizontal wordmark | 160px wide | 1.5 inches wide |
| Circle / badge marks | 40px diameter | 0.5 inches diameter |
| Pot marks (icon only) | 24px | 0.35 inches |
| Social buttons | 32px | 0.4 inches |
Below minimum size, switch to the pot mark icon only. Never scale a full logo below its minimum — legibility suffers and the brand looks amateur.
21 — Logo Placement Rules
Where It Goes
Website
Full Color Logo in the top-left of the navigation bar. Minimum 120px wide. Cream or white nav background only. Pot mark as favicon (32×32px).
Social Profiles
Circle logos for profile images. Green Circle on Instagram, Black Circle on Facebook and LinkedIn. White Circle on TikTok dark backgrounds.
Print / Postcards
Full Color Logo upper-left or centered top. Never bleed off the edge. Allow full clear space on all printed sides.
Merchandise
Green or Brown Circle on aprons and tote bags. White pot mark on dark merchandise (hats, mugs). Never screen-print the full color logo on fabric — colors shift.
Signage
Full Color Logo on exterior signage with minimum 6-inch height. White Circle on dark or green backdrop signage. Texture Mark at low opacity as wall texture background.
Email
Full Color Logo in email header at minimum 200px wide. Always link to potterscabin.com. Export as PNG with transparent background for email use.
22 — Logo Color Variations
Approved Color Contexts
| Background Color | Use This Logo | Do Not Use |
|---|
| White (#ffffff) | Full Color, Black Circle | White Circle |
| Cream (#f5f0e8) | Full Color, Brown Circle, Green Circle | White Circle (disappears) |
| Forest Green (#518455) | White Circle, White Pot | Green Circle (disappears) |
| Warm Brown (#866f4f) | White Circle, White Pot | Brown Circle (disappears) |
| Dark Ink (#1c1a17) | White Circle, White Flat Window, White Pot, Shiny Window | Black Circle (disappears) |
| Photography (light) | Full Color, Black Circle | Any white-element logo |
| Photography (dark) | White Circle, White Pot | Black or dark logos |
23 — Incorrect Logo Usage
Never Do This
These are prohibited regardless of context, deadline pressure, or client request. If you're unsure, do not publish — contact the founders.
Do not place on gradient backgrounds
Do not rotate or tilt the logo
Do not stretch or distort proportions
Do not recolor in unapproved colors
Do not recreate text in another font
Do not use Green Circle on green background
Additional prohibitions: Do not add drop shadows. Do not add outlines or strokes to logo elements. Do not use the logo as part of a sentence or inline with body copy. Do not use PNG exports at small sizes — use SVG for all digital, vector PDF for all print.
24 — Primary Colors
The Core Three
These three colors are the Potter's Cabin brand. They must appear in every piece of communication. Never substitute, approximate, or "close enough" these values — especially for print.
Forest Green Primary
HEX: #518455
RGB: 81, 132, 85
CMYK: 39, 0, 36, 48
Pantone: ~PMS 7734 C*
Warm Brown Primary
HEX: #866f4f
RGB: 134, 111, 79
CMYK: 0, 17, 41, 47
Pantone: ~PMS 7528 C*
Studio Cream Primary
HEX: #FFF8EC
RGB: 255, 248, 236
CMYK: 0, 3, 7, 0
Pantone: ~PMS 9122 C*
Warm Wood Accent
HEX: #A4875E
RGB: 164, 135, 94
Use: Accent details, warm highlights, trim
Charcoal Neutral
HEX: #231F20
RGB: 35, 31, 32
Use: Primary dark field, text on light BG
Deep Clay Accent
HEX: #3B2314
RGB: 59, 35, 20
Use: Dark accent, deep shadow tones
* Pantone matches are approximate. Confirm with a physical Pantone swatch book before any commercial print run. CMYK values may shift depending on paper stock and printer profile.
25 — Secondary Colors
Supporting Palette
Secondary colors are derived from the primary three. They are used for UI states, card backgrounds, section dividers, and hover effects — never as replacements for the primary brand colors.
Deep Forest
HEX: #3a5e3d
Use: Dark text on green BG, hover states
Sage Light
HEX: #7aab7e
Use: Accents, links, secondary CTAs
Pale Sage
HEX: #d4e4d5
Use: Backgrounds, pills, subtle fills
Dark Earth
HEX: #5e4d35
Use: Dark text on brown BG
Sandy Clay
HEX: #b09070
Use: Borders, dividers, warm accents
Pale Earth
HEX: #e8ddd0
Use: Card backgrounds, warm fills
26 — Neutral Colors
Ink & Light
Studio Ink
HEX: #1c1a17
Use: Primary body text, headings, dark backgrounds
Soft Ink
HEX: #3d3830
Use: Secondary body text, captions
Muted Ink
HEX: #7a7060
Use: Labels, metadata, helper text
Deep Cream
HEX: #ede4d3
Use: Section backgrounds, dividers
Pure White
HEX: #ffffff
Use: Card surfaces, inputs, negative space
27 — Complete Color Reference
Every Value, Every Format
| Name | HEX | RGB | CMYK (approx) | Pantone (approx)* |
|---|
| Forest Green | #518455 | 81, 132, 85 | 39, 0, 36, 48 | PMS 7734 C |
| Warm Brown | #866f4f | 134, 111, 79 | 0, 17, 41, 47 | PMS 7528 C |
| Studio Cream | #f5f0e8 | 245, 240, 232 | 0, 2, 5, 4 | PMS 9123 C |
| Deep Forest | #3a5e3d | 58, 94, 61 | 38, 0, 35, 63 | PMS 7740 C |
| Sage Light | #7aab7e | 122, 171, 126 | 29, 0, 26, 33 | PMS 7483 C |
| Pale Sage | #d4e4d5 | 212, 228, 213 | 7, 0, 7, 11 | PMS 9544 C |
| Studio Ink | #1c1a17 | 28, 26, 23 | 0, 7, 18, 89 | PMS Black 6 C |
| Pure White | #ffffff | 255, 255, 255 | 0, 0, 0, 0 | PMS 9100 C |
Suggested ratio: 60% warm neutrals (Cream, Warm Wood) / 25% Cabin Green / 10% Clay Brown / 5% accent (Charcoal, Deep Clay)
*All Pantone values require physical swatch confirmation before commercial print. Digital displays render color differently than ink on paper.
28 — Primary Typeface
Display & Headlines
Fraunces
Fraunces is the brand's display typeface — used for all headlines, pull quotes, large callouts, logo wordmark treatments, and editorial display text. It is a refined, classically proportioned serif that communicates craft, warmth, and quiet confidence.
Light 300 — The clay remembers every hand that touched it.
Regular 400 — The clay remembers every hand that touched it.
Semibold 600 — The clay remembers every hand that touched it.
Italic 300 — The clay remembers every hand that touched it.
Italic 600 — The clay remembers every hand that touched it.
Logo typefaces (for reference only — do not recreate): The Potter's Cabin logo uses Amatic SC (for "POTTER'S") and Adorn Garland (for the "cabin" script). These fonts are part of the logo artwork and should never be used as body or headline type in marketing materials — they are for the designer's logo files only.
Download: Fraunces is a free Google Font. Load via: fonts.googleapis.com/css2?family=Fraunces:ital,wght@0,300;0,400;0,600;1,300;1,600
29 — Secondary Typeface
Body & UI
Inter
Inter is the brand's body and UI typeface — used for all paragraph copy, navigation, labels, buttons, form fields, and small text. It is a geometric sans-serif that feels modern and legible while complementing Cormorant's warmth.
Light 300 — Membership starts at $99 per month.
Regular 400 — Membership starts at $99 per month.
Medium 500 — Membership starts at $99 per month.
Semibold 600 — Membership starts at $99 per month.
All Caps Label Style — Opening October 2026
30 — Web Fonts
For Digital Use
| Font | Weights Loaded | Use Case | Source |
|---|
| Fraunces | 300, 400, 600 (+ italics) | H1–H3, pull quotes, display | Google Fonts (free) |
| Inter | 300, 400, 500, 600 | Body, nav, buttons, labels | Google Fonts (free) |
Squarespace note: In Squarespace, add both fonts via Design > Fonts > Add Google Fonts. Set Fraunces as the heading font and Inter as the body font. Match weight assignments to the hierarchy below.
31 — Type Hierarchy
The Size Scale
H1 · Display
Get Your Hands Dirty
H2 · Section
Why We Built This Studio
H3 · Sub-section
Founding Member Pricing
H4 · Label
Studio Access Hours
Body · Large
Potter's Cabin is Alexandria's boutique community pottery studio. No experience required. Three membership tiers starting at $99 per month.
Body · Regular
Use for all standard paragraph copy across the website, email newsletters, and printed materials. Minimum 16px for digital. Minimum 10pt for print.
Caption / Meta
Photo credit, dates, form helper text, legal copy. Never below 11px digital / 8pt print.
CTA Button
Reserve Your Spot
32 — Button & CTA Styles
Calls to Action
Primary CTA
Secondary CTA
Dark CTA
Warm CTA
Text Link →
Button text: Always sentence case ("Reserve your spot") or Title Case ("Reserve Your Spot"). Never ALL CAPS in button labels on the website — reserve all caps for small labels only. Border radius: 4px standard.
33 — Iconography Style
Icons & Marks
Potter's Cabin uses a simple, warm icon system. Icons should feel handcrafted — not techy. Prefer line icons over filled icons for digital use. Use the brand color palette for all icon colorization.
Style
2px stroke weight. Rounded line caps and joins. No drop shadows. No gradients. Scale consistently at 24px, 48px, and 96px multiples.
Approved Sets
Lucide Icons or Phosphor Icons (open source, round style). Match stroke weight to 2px equivalent at display size. Do not mix icon sets within a single layout.
Color
Forest Green on light backgrounds. Studio Cream on dark backgrounds. Muted Ink for decorative/secondary icons. Never use more than two icon colors in one layout.
34 — Illustration Style
When We Illustrate
Illustration is used sparingly — primarily for social content, email headers, and merchandise. The style should always feel organic, hand-drawn, and warm — never sterile or digital-clip-art.
Approved Style
Loose line-drawn pottery vessels, clay textures, hand gestures on a wheel, botanical accents (leaf sprigs). Warm earth palette only.
Prohibited Styles
Generic vector clipart, cartoon characters, Flat Design 2.0 (thick outlines + garish fills), anything that looks like it came from a stock icon pack.
Use Cases
Tote bag prints, apron embroidery patterns, holiday gift card artwork, welcome kit inserts. Always get founder approval before commissioning new illustration.
35 — Photography Style
What Our Photos Look Like
Photography is our most powerful brand asset. One great photo of hands on a wheel does more for membership conversion than any copy we could write.
01 — Hands on the wheel. Always warm. Always tactile.
02 — Finished glaze reveals. Light from above. Clean backdrop.
03 — Studio environment. Brick, warmth, depth.
04 — Kiln glow and fire moments. Dramatic contrast.
05 — Member portrait. Natural light. Candid expression.
06 — Finished piece on neutral. Product-style. Minimal.
Color Grading
Warm shadows. Lifted midtones. Desaturated highlights. Never cool-toned, desaturated, or heavily filtered. Think "golden hour in a pottery studio."
Lighting
Prefer natural or warm tungsten light. Avoid harsh flash. Window light from the side creates the best clay texture. 3000K LED for artificial light.
Composition
Fill the frame. Get close to hands and texture. Allow negative space on clean product shots. Avoid stock-photo distance — we want tactile proximity.
People
Show diversity of age, background, and skill level. Real members preferred over models. Candid shots over posed. Clay-covered hands are more authentic than clean ones.
36 — Image Treatment
How We Handle Photos
Approved
Warm color grade (+10 warmth, -5 cool shadows). Light vignette. Slight grain overlay (3–5% noise). Consistent across all channels.
Prohibited
Heavy Instagram filters (X-Pro, Clarendon, Juno). Black and white conversions without brand approval. Over-sharpened HDR editing. Watermarks over the subject.
Overlays
Text overlays on photography: use the wordmark in white or cream only, never in green or brown directly on a photo. Ensure minimum 4.5:1 contrast ratio.
37 — Graphic Elements
Supporting Visual Devices
The Ring
Concentric thin-stroke circles — derived from the cross-section of a thrown pot. Use as a background element, section divider, or hero accent. Never filled. Stroke: 1px. Color: brand palette at 15–30% opacity.
The Rule Line
A 1px horizontal or vertical line in Forest Green or Warm Brown, used to separate sections, anchor labels, and create editorial structure. Never decorative dashes or dotted lines.
The Section Number
Large display numerals (Fraunces, ultra-light weight) used as decorative anchors behind card content. Forest Green Pale at 30–40% opacity.
38 — Patterns & Textures
Surface & Depth
Clay Texture
A subtle paper-grain or clay-surface texture overlay applied at 3–8% opacity on backgrounds. Adds warmth and organic depth without distracting from content. Use the Texture Mark at ultra-low opacity as a repeat pattern.
Brick Motif
Where the studio's exposed brick wall is used as a background, it is an approved graphic element. Use photos of the actual studio brick — not stock brick photography.
Linen Texture
For print materials on cream or off-white stock, a subtle crosshatch or linen texture adds tactile quality without printing cost. Approved for letterhead, membership cards, and gift packaging.
39 — Grid System
Structure Beneath Everything
Digital Grid (Website)
- 12-column grid
- Max content width: 1280px
- Column gutter: 24px
- Page margin: 48px desktop / 24px tablet / 16px mobile
- Content columns: 8 of 12 for editorial text; 12 of 12 for full-bleed images
Print Grid (Postcards, Collateral)
- 6×9" postcard: 0.25" bleed / 0.375" safe zone
- Letter (8.5×11"): 0.75" margins all sides
- Business card (3.5×2"): 0.125" bleed / 0.125" safe zone
- Use a 6-column grid for all print layouts
- Align to a baseline grid of 8pt vertical rhythm
40 — Spacing Rules
The 8px System
All spacing — padding, margin, gap — is derived from multiples of 8px. This creates visual harmony across all digital touchpoints.
| Token | Value | Use |
|---|
| Space-1 | 8px | Inline spacing, icon-to-label gap |
| Space-2 | 16px | Component internal padding |
| Space-3 | 24px | Between related elements |
| Space-4 | 32px | Card padding, form group spacing |
| Space-6 | 48px | Section padding on mobile |
| Space-8 | 64px | Section padding on desktop |
| Space-12 | 96px | Major section breaks, hero spacing |
41 — Social Media Templates
Consistent Across Every Feed
Instagram Feed Post
1080×1080px (square) or 1080×1350px (portrait). Brand color background or brand-graded photography. Fraunces for any text overlays. Logo in lower-right corner at 15% opacity maximum when on photography.
Instagram / TikTok Reel
1080×1920px. Minimal text on video — rely on caption for context. Branded end card (green background, white logo, handle, and CTA) on the final 1–2 seconds of every Reel.
Instagram Story
1080×1920px. Two templates: (1) Photo with text overlay — always bottom-third text block. (2) Solid-color (cream or green) with Fraunces display text. Swipe-up / link sticker in Forest Green.
Email Header
600px wide. Cream background with forest green header bar (80px height). Full Color Logo centered. Month and subject line in Fraunces Italic beneath.
Social Caption Framework
| Platform | Character Target | Hashtag Count | CTA Type |
|---|
| Instagram | 125–150 (above fold) + hashtags | 15–20 tags | Link in bio / DM to join |
| TikTok | Under 150 chars | 5–8 tags | Comment / follow |
| Facebook | Under 250 chars | 3–5 tags | Link click / event RSVP |
| Email subject | Under 45 chars | None | Open rate / click |
42 — Print Templates
Direct Mail & Print Collateral
6×9" Founding Member Postcard
Front: Hero photo (hands on wheel), bold Cormorant headline, QR code lower-right (min 1"×1"), vanity URL potterscabin.com/found, founding offer callout box in forest green.
Back: Boilerplate, address block, return address, small map of 881 S. Pickett St., postal indicia, IMb barcode. Cream background. Muted Ink body copy.
Membership Welcome Kit Insert
5.5"×8.5" half-letter. Cream or kraft paper stock. Fraunces welcome headline. Brief guide to studio access, kiln firing schedule, and studio etiquette. Full Color Logo top-center. Forest Green accent bar.
Event Flyer
8.5"×11" or 5.5"×8.5". Dark Ink or Forest Green background. White text. Large Cormorant headline. Event details in Inter Regular. QR code for registration. Pot mark icon as decorative element.
43 — Presentation Templates
Decks That Represent the Brand
Title Slide
Dark Ink (#1c1a17) full bleed. Full Color Logo centered-upper. Fraunces display headline in cream. Subtitle in Inter Light. Concentric ring graphic element in Forest Green at 15% opacity.
Content Slide
Cream background (#f5f0e8). Forest Green left sidebar (80px width). Section label in 0.6rem Inter, uppercase, white on green. Body text in Inter Regular. H3 in Fraunces.
Quote / Callout Slide
Forest Green full bleed. Fraunces Italic quote, centered, 3rem, white. Attribution below in Inter Light 0.8rem cream. No other graphic elements — white space is the design.
44 — Email Signature
Every Email Is a Brand Touchpoint
[First Name Last Name]
Co-Founder & [Title] · Potter's Cabin
📍 881 S. Pickett Street, Alexandria, VA
🌐 potterscabin.com
📷 @potterscabin
OPENING OCTOBER 1, 2026 · FOUNDING MEMBERSHIPS AVAILABLE
- Use HTML signature format — not image-only (images are blocked in many clients)
- Forest Green left border: border-left: 3px solid #518455
- Font: System fallback (Arial or Georgia) — do not require Google Fonts in email signatures
- No headshots in signatures — Potter's Cabin is a place, not a personal brand
- Remove the "OPENING OCTOBER 1" line after the studio opens. Replace with membership CTA.
45 — Business Card
The Physical First Impression
Front
Potter's Cabin
[First Name Last Name]
Co-Founder
Back
881 S. Pickett Street
Alexandria, Virginia
potterscabin.com
@potterscabin
Opening October 1, 2026
- Stock: 16pt matte or soft-touch laminated. Avoid glossy — fingerprints show and it feels cheap against the brand.
- Consider a spot UV treatment on the logo mark for premium feel.
- Print: CMYK with profile embed. Request a press proof before full run.
- Quantity: 250 cards per founder to start. Reprint after October 1 with updated CTA language.
46 — Letterhead
Official Correspondence
Standard Letterhead (8.5×11")
Cream paper (#f5f0e8). Full Color Logo top-left. Studio address in Inter Regular, 0.7rem, Muted Ink top-right. 1px Forest Green rule across full width at 1.25" from top. Content area begins below rule. Footer: website, Instagram handle, Alexandria VA. Minimal — no decorative elements in the body area.
Use Cases
Member welcome letters, vendor agreements, media press packets, partnership proposals, legal correspondence. Export all letters as PDF — never send editable .docx files externally.
47 — Signage Guidance
Inside and Out
Exterior Sign
Full Color Logo at minimum 6" height on a dark background panel or directly on the building exterior. Consider halo-lit dimensional letters in Forest Green for premium impact. Address numbers: Inter Medium, minimum 4" height.
Neon Sign (Interior)
LED neon in Forest Green (#518455 equivalent, confirm with vendor). Tagline ("Make something real with your hands." or studio name) on exposed brick wall. 3–4ft length. Budget $400–$1,200. This is a primary Instagram photo moment — location matters more than size.
Interior Directional
Engraved or printed signs for wheel stations, kiln area, supply area, restrooms. Dark Ink on cream panel. Pot mark icon beside key locations. Inter Medium, 0.85rem. Consistent bracket-mount hardware throughout.
Social Moment Signs
"Tag us @potterscabin" near the neon wall and wheel portrait spot. Cream panel, Forest Green Inter text, pot mark icon. Small enough to feel organic — not an aggressive billboard.
48 — Merchandise Guidance
When Members Wear the Brand
Studio Apron
Waxed canvas or heavyweight linen. Forest Green or Dark Ink. White or cream embroidered pot mark on chest — not the full wordmark. This is the #1 UGC driver — make it look good.
Tote Bag
12oz natural canvas. Black screen-print. Pot mark + "Potter's Cabin · Alexandria, VA" in Fraunces. Sizing: 15"×16". Ideal for founding member welcome kits.
Mug
12oz ceramic (hand-thrown preferred, functional minimum). Pot mark stamp or decal in Forest Green on white or cream clay. Not a mass-produced mug with a decal — source from a local ceramics producer or make in-studio.
Hat
6-panel structured cap. Dark Ink or Forest Green. Embroidered pot mark on front. "Potter's Cabin" embroidered on back strap. Never a full-wordmark on a hat — too busy at that scale.
Merch as marketing: Branded aprons are worn on social media. Branded totes are carried into Whole Foods. Every piece of merchandise is a walking impression. Budget for quality over quantity — two great pieces outperform eight cheap ones.
49 — Website Style Rules
Potterscabin.com
| Element | Specification |
|---|
| Background (default) | Studio Cream #f5f0e8 |
| Navigation background | White #ffffff or Studio Cream |
| Primary button | Forest Green bg / White text / Inter 600 / 0.8rem / letter-spacing 0.1em / uppercase / border-radius 4px |
| Secondary button | Transparent bg / Forest Green border (2px) / Forest Green text |
| Link color | Forest Green #518455 / underline on hover |
| Body text | Inter 400 / Studio Ink #1c1a17 / 16px / line-height 1.75 |
| H1 | Fraunces 300 / 60–80px / line-height 1.0 |
| H2 | Fraunces 400 / 40px / line-height 1.1 |
| H3 | Fraunces 500 / 26px / line-height 1.2 |
| Section padding | 96px top/bottom desktop / 48px mobile |
| Max content width | 1280px centered |
| Image style | Warm-graded, max 1920px wide, WebP format, max 300kb per image |
Squarespace issues to fix immediately: (1) The /membership page returns a 404 — fix before any marketing goes live. (2) Opening date listed as "spring or early summer 2026" — update to "October 1, 2026". (3) Location listed as "Fairfax County" — update to "Alexandria, VA". (4) Naming inconsistency ("Potters Cabin Ceramics" vs "Potter's Cabin") — standardize to "Potter's Cabin" everywhere.
50 — Advertising Style Rules
Paid Media Standards
Meta (Instagram / Facebook) Ads
1:1 or 4:5 image/video. Same photography and design language as organic posts — ads should feel native, not ad-like. Lead headline in Cormorant. CTA button text: "Learn More" or "Get Offer." Never "Buy Now" for membership campaigns.
Google Display
Use the logo mark (Green Circle) on all display banners. Cream or forest green background only. Headline in Inter 600 (Google Display requires web-safe fallbacks). Button in Forest Green.
UTM & Tracking
Every paid link must include UTM parameters: utm_source, utm_medium, utm_campaign, utm_content. Track to Mailchimp form completions. Install Meta Pixel on potterscabin.com/found before any ad spend.
51 — Packaging Guidance
Boxes, Bags, and Wrappers
Piece Pickup Box
Kraft box (natural brown cardboard). Forest Green stamped pot mark on lid. Tissue paper in cream or pale sage. Studio Cream printed insert with pickup date, piece description, and care instructions.
Gift Cards
3.5"×2" card stock. Forest Green or Dark Ink background. White wordmark or circle logo. Kraft envelope. Include a small hand-lettered "from" card — this detail photographs well and drives referrals.
Welcome Kit
Kraft or cream mailer box. Tissue paper. Includes: studio apron, member card, welcome letter on letterhead, tote bag, first-firing info insert. Forest Green ribbon or twine closure.
52 — Accessibility Standards
Designed for Everyone
Potter's Cabin's brand values include radical inclusivity. Our visual design must reflect that — not just in words, but in WCAG compliance and accessible design practices.
| Pair | Contrast Ratio | WCAG Level |
|---|
| Forest Green text on Cream | 5.2:1 | AA ✓ |
| White text on Forest Green | 4.8:1 | AA ✓ |
| Studio Ink on Cream | 14.1:1 | AAA ✓ |
| White text on Warm Brown | 3.9:1 | AA (large text only) |
| Cream text on Forest Green | 4.5:1 | AA ✓ |
- Minimum font size: 16px body / 11px captions — never smaller
- All images must have descriptive alt text on the website
- All videos must have captions (Reels, TikToks — use auto-captions and review for accuracy)
- Form fields must have visible labels — never placeholder-only
- Interactive elements must have a visible focus state (Forest Green outline)
- Do not convey information through color alone — pair with icons or text labels
53 — Brand Do's & Don'ts
The Rules in Plain Language
Always Do
- Use the approved brand colors — exact HEX values
- Use SVG logo files for all digital outputs
- Include clear space around every logo instance
- Write "Potter's Cabin" with an apostrophe, every time
- Refer to the studio as being in "Alexandria, VA" — not Fairfax County
- Warm-grade all photography before publishing
- Use Fraunces for all display text
- Test all postcard QR codes before printing
- Get founder approval before publishing press releases or partnership announcements
- Include a UTM parameter on every paid or postcard link
Never Do
- Modify the logo in any way without founder approval
- Use unapproved colors — including "close" approximations
- Write "Potters Cabin" (no apostrophe)
- Use stock pottery photography — it reads fake immediately
- Post content that isn't connected to one of the four messaging pillars
- Publish pricing without getting confirmation from founders first
- Create off-brand materials "just this once" for a deadline
- Place the logo on a gradient background
- Use the studio's brand voice for personal social media
- Represent the studio in partnerships or press without written approval
54 — Legal & Trademark Usage
Protecting the Brand
Trademark Status
Run a USPTO TESS search for "Potter's Cabin" in Class 41 (education / pottery classes) and Class 21 (pottery goods) before any signage, postcard, or merchandise printing. A paralegal-run search costs $150–$400 and should be completed before ink hits paper. This guide will be updated once trademark status is confirmed.
Name Usage
The brand name is always written as: Potter's Cabin (with apostrophe). The legal entity name may differ — use the legal name only on contracts, tax documents, and official filings. All consumer-facing materials use the brand name.
Intellectual Property
All logo files, brand assets, and this brand guide are proprietary to Potter's Cabin. Sharing with freelancers and vendors requires a signed NDA or project-specific work agreement specifying that assets are for Potter's Cabin use only and must be returned or deleted upon project completion.
Action Required: Secure domain and social handles before any public postcard or digital campaign launches. Lock: potterscabin.com, @potterscabin on Instagram, TikTok, YouTube, Facebook, Threads, and Pinterest. Also register Google Business Profile for "Potter's Cabin" in Alexandria, VA.
55 — File Formats & Asset Library
Finding What You Need
| Asset | Approved Formats | Do Not Use For |
|---|
| Logo (digital) | SVG, PNG (transparent bg, @2×) | JPG (no transparency), BMP |
| Logo (print) | Vector PDF, EPS, AI | PNG below 300 DPI equivalent |
| Photography | WebP (web), JPG (print, 300 DPI) | PNG for photos (file size), GIF |
| Brand guide | PDF (this document) | Editable files shared externally |
| Video / Reels | MP4 (H.264), MOV | AVI, WMV, uncompressed files |
| Icons | SVG | Rasterized icon PNGs at small sizes |
Asset library location: All brand files should be stored in a shared Google Drive folder under Potter's Cabin / Brand Assets / [Version]. Freelancers and VAs should be given view-only access with download enabled. The master editable files (AI/EPS) are stored separately with founder-only access. This ensures no accidental overwriting of source files.
Current Logo File Inventory
| Filename | Type | Primary Use |
|---|
PC-FullColorLogo.svg | Full logo | Primary — all light backgrounds |
PC-BShinyWindowLogo.svg | Window variant | Premium print, dark backgrounds |
PCWShinyWindowLogo.svg | Window variant | White version, dark backgrounds |
PCWFlatWindowLogo.svg | Window variant | Embossing, engraving |
PC-BFlatWindowLogo.svg | Window variant | Single-color print (dark) |
PC-WhiteCircleLogo.svg | Badge mark | Dark / photo backgrounds |
PC-GreenCircleLogo.svg | Badge mark | Instagram profile, merch |
PC-BlackCircleLogo.svg | Badge mark | Single-color print, Facebook |
PC-BrownCircleLogo.svg | Badge mark | Warm/cream backgrounds |
PC-TextureMark.svg | Mark / pattern | Watermarks, backgrounds, stamps |
PC-GreenPot.svg | Icon mark | Favicon, app icon, accent |
PC-BrownPot.svg | Icon mark | Print accent, warm backgrounds |
PC-WhitePot.svg | Icon mark | Dark backgrounds |
PC-IG_btn.svg | Social button | Print/email Instagram icon |
PC-FB_btn.svg | Social button | Print/email Facebook icon |
PC-Tw_btn.svg | Social button | Print/email Twitter/X icon |
PC-Li_btn.svg | Social button | Print/email LinkedIn icon |
The brand is only as strong as the people who carry it.
Every post, every email, every apron, every postcard is an impression. This guide exists so every impression is the right one.
Potter's Cabin · Alexandria, Virginia · Opening October 1, 2026
Consistent Across Every Feed
Instagram Feed Post
1080×1080px (square) or 1080×1350px (portrait). Brand color background or brand-graded photography. Fraunces for any text overlays. Logo in lower-right corner at 15% opacity maximum when on photography.
Instagram / TikTok Reel
1080×1920px. Minimal text on video — rely on caption for context. Branded end card (green background, white logo, handle, and CTA) on the final 1–2 seconds of every Reel.
Instagram Story
1080×1920px. Two templates: (1) Photo with text overlay — always bottom-third text block. (2) Solid-color (cream or green) with Fraunces display text. Swipe-up / link sticker in Forest Green.
Email Header
600px wide. Cream background with forest green header bar (80px height). Full Color Logo centered. Month and subject line in Fraunces Italic beneath.
Social Caption Framework