WHETHER A PUBLIC OR PRIVATE ENTITY,
WITH A DOMESTIC OR GLOBAL AUDIENCE,
YOUR BRAND IDENTITY IS MORE THAN JUST
A LOGO OR AN IMAGE.
IT SETS A TONE.
IT CREATES A PERCEPTION.
IT CAN DEFINE YOU
BEFORE ONE WORD IS EVER EXCHANGED.
As the WWI Centennial Commission began its transition to the Doughboy Foundation in 2021, the organization's president asked Clay to consider how the new foundation might brand some of the new commemorative aspects of its mission and work.
REAL ESTATE GROUP
When the opportunity to expand her real estate practice presented itself, renowned Los Angeles real estate broker and true British export Julie Candice seized the moment. Designing a corporate brand that reflects her refined approach to real estate, Clay worked with Julie to create a bespoke identity for her growing real estate practice that reflects her entrepreneurial spirit, business acumen, attention to detail and passion to create a unique client-focused experience.
THE BESST FOUNDATION - SOUTH AFRICA
Established by Clay and his business partner, the late South African protocol expert Koos Jerard Louw, the Business Etiquette and Social Skills Training (BESST) Foundation empowered and equipped HDI women (Historically Disadvantaged Individuals) across South Africa with the professional skills needed to enter the workforce. Overseeing strategic communications, marketing and stakeholder engagement, Clay intentionally designed the BESST Foundation's logo as a tangible reminder that Social Skills remain at the heart of the challenge and opportunity for HDI women in South Africa and around the world.
Working with members of Hillary Clinton's 2008 presidential campaign team and under the leadership of Ann Lewis, Clay led communications, branding and public affairs initiatives for the organization. He also created the signature brand identity and brand guidelines for the organization that worked to inspire campaign activists to become policy advocates for pressing global challenges.
Clay led a comprehensive strategic communications campaign that included media outreach, stakeholder engagement, website redevelopment and a complete rebranding of Noble Chef Hospitality’s flagship brand RARE Steak and Seafood ahead of the opening of their new flagship location in Washington, DC - two blocks from the White House.
TROPICAL FOREST ALLIANCE 2020
Clay was tasked by the USAID Chief Innovation Officer and Global Climate Change Coordinator to design a brand identity for the new Tropical Forest Alliance 2020 (TFA2020). The public-private alliance founded by USAID and the Consumer Goods Forum at Rio+20 committed to reducing commodity-driven tropical deforestation.
The brand continues to be used today as part of the renamed Tropical Forest Alliance Secretariat hosted at the World Economic Forum offices in Geneva.