TOM CLAYSON

I’m a graphic designer with a First Class BA (Hons) in Graphic and Communication Design (IND) from the University of Leeds. I’m enthusiastic about bold, standout design that captures attention and connects with audiences, and I enjoy the creative process of turning a brief into fresh, effective outcomes.

During my industry placement year at The Wow Factory, a design agency in Kent, I developed my skills across branding, print, and digital media. This experience gave me the opportunity to work to client briefs, collaborate with a creative team, and deliver professional design solutions.

Projects

GULLY
FLOUR-ISH
MAYONNISTA
HUGGA

Get in touch

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GULLY

For my final independent project, I developed a self-initiated brief that reflects both my graphic design strengths and personal interests. The project explores how design can shift perceptions of cricket by introducing tennis-ball cricket to a young UK audience aged 16–30, primarily in urban areas.

Tennis-ball cricket, widely played across South Asia and the Caribbean, is fast, social, and accessible, yet remains largely unknown in the UK. Traditional cricket, by contrast, is often viewed as slow, exclusive, and equipment-heavy, feeling disconnected from youth culture.

GULLY, a name derived from both a narrow alleyway and a cricket fielding position, reimagines the sport as dynamic and inclusive, designed for urban spaces and modern audiences. Through a bold visual identity, commercial team branding, and launch event design, the project draws inspiration from streetwear, street sports, and youth culture to create a sport that feels fresh, relevant, and exciting.

Branding & Identity, Logo Design, Event Branding, Photography, Copywriting & Campaign Messaging, Guerrilla Marketing Strategy, Design for Youth Culture, Sport Design

Urban Sport Branding

FLOUR-ISH

FLOUR-ISH is a university group branding project, designed to reimagine gluten-free baking. It challenges the bland, restrictive stereotypes often associated with gluten-free products by using playful illustrations, bold typography, and inclusive messaging. FLOUR-ISH celebrates creativity in the kitchen, encouraging both beginners and seasoned bakers to experiment freely. The project demonstrates how a modern flour brand can feel fun, accessible, and empowering, while addressing diverse dietary needs.

Branding & Identity, Logo Design, Packaging Design, Copywriting & Campaign Messaging, OOH Advertising Design, Motion Design, Social Media Content

Illustrations: Yasmin Sung
3D Design: Ben Rushton  Gluten-free Flour Brand

MAYONNISTA

The Mayonnista campaign, created for the D&AD New Blood Awards, positions Hellmann’s as the G.O.A.T. of mayonnaise by celebrating its transformative power in everyday cooking. Aimed at Gen Z, the campaign introduces the “Mayonnista,” a creative food lover who elevates simple meals like toasties or noodles using Hellmann’s rich, creamy mayo. Inspired by the artistry of baristas, the term reflects expertise and flair. Through engaging, interactive social content, Mayonnista highlights Hellmann’s quality, versatility, and convenience, making it the top choice for a new generation of culinary creators.

Creative Concept Development, Branding & Identity, Copywriting & Campaign Messaging, Social Media Content, Design for Youth & Food Culture

Hellmann’s Social Campaign

HUGGA

HUGGA is a concept I conceived and developed as a submission for Born Ugly’s Pitch the Unpitchable competition, which asked: How could you take something easily accessible or underappreciated and turn it into something highly valuable?

My project responds by elevating the often overlooked act of hugging into a celebrated experience. Hugga is a friendly, tactile, and interactive statue designed for public spaces, encouraging people to pause, connect, and experience the proven emotional and physical benefits of
 a hug.

A warm coral-peach palette creates an inviting and warm feel that reflects Hugga’s purpose, to provide comfort and connection. Through a soft, approachable character design and playful visual identity, the project repositions a simple, everyday gesture as a powerful tool for well-being.

Creative Concept Development, Branding & Identity, Logo Design, Character & Product Design, 3D Design, Experiential Design, Interactive Public Design, Wellbeing & Social Impact Design Pitch the Unpitchable