Batuhan Altunay
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Professional experience

Keramika

Three and a half years producing and coordinating the visual work of a ceramics company from within its e-commerce team.

Organisation
Keramika
Period
2019–2022
Role
Jr. Art Director, e-commerce
Relationship
In-house role

Jr. Art Director, e-commerceKeramika · 2019–2022 · In-house role

Working inside e-commerce

I joined Keramika during my final year at university and worked inside the e-commerce team until 2022. The role covered daily production across campaigns, product content, email, social media, websites, video and printed applications.

The keramikashop.com storefront shown on desktop, laptop and phone.
A second view of the online store across desktop and mobile.

Campaign and content system

The production calendar changed constantly, but the brand still needed to remain recognisable. I developed reusable campaign structures that could adapt to product groups, seasonal offers and different formats without rebuilding the visual language each time.

Keramika discount campaign visual: bowls and plates falling through orange space with large percentage figures.
Category campaign for keramikashop.com.
Turquoise holiday campaign visual with a white plate at the centre, surrounded by small dishes and lanterns.
Seasonal campaign built from the same grid as the rest of the set.
Autumn campaign visual with pumpkins, leaves and dark ceramic pieces arranged around a central dish.
Wide site banner introducing the Dora series, with coloured cups laid out on a pale surface.
Site banner for the African breakfast set, with patterned plates arranged in a row.
Dark weekend-discount banner with tableware arranged on slate, and a call to action.

Product photography and online retail

Product photography was planned around both the object and the sales surface where it would appear. Styling, composition and post-production were developed for campaign images, product groups and the online store.

Overhead composition of a terracotta teapot with small glazed bowls scattered around it on white.
Overhead product composition, shot and arranged in-house.
Styled breakfast scene on a pale blue background with patterned plates, eggs and cutlery.

Websites and competition platform

Keramika did not have its own corporate website when I joined. I designed, developed and published keramika.com.tr, then created yarisma.keramika.com.tr for the company's national student design competition.

The Keramika corporate site shown across a laptop, tablet and phone.
keramika.com.tr, the company's first corporate website.
Three desktop screens showing consecutive sections of the Keramika site.
The design competition platform shown on a tablet, phone and laptop.
yarisma.keramika.com.tr, the competition platform.

Moving image, print and physical applications

The same visual direction extended into short brand films, annual publications, printed communication, vehicle applications and other physical outputs. Each format required its own production decisions while remaining part of the same brand system.

Title frame reading 'Yeni Trendler' over stacked white bowls.
Red frame with a white heart-shaped dish at the centre and the line 'Sevgimizle Ürettik'.
Pink title card with hand-lettered script and small floral elements.
Commemorative title frame in red with a crescent and star and a dated headline.
Sepia commemorative frame with a historical portrait and a dated quotation.
An open printed Keramika bulletin, showing a photograph spread and columns of text.
The printed bulletin, the same system carried onto paper.
Two lorry trailers wrapped with Keramika graphics, one blue and one in a pale marbled treatment.
Vehicle livery, the largest surface the system had to survive.

What this period established

The role established a working method I still use: define shared visual rules early, then adapt them across channels without rebuilding the brand for every output.

Project details

Responsibilities
  • Design the campaign calendar's visual output: category campaigns, seasonal campaigns, discount periods and launches.
  • Produce site banners, mailings, social posts and marketplace imagery from one shared visual system.
  • Photograph and compose product imagery in-house, including styling and retouching.
  • Design and publish the company's first corporate website, then its competition platform.
  • Write, shoot and edit short brand films for campaign dates and trade fairs.
  • Carry the same system onto printed material and physical applications.
Production areas
  • E-commerce design
  • Campaign and visual system
  • Product photography and composition
  • Corporate website
  • Competition platform
  • Motion and video
  • Publications and physical applications
Working environment

Inside the e-commerce department rather than in an agency, which meant the brief arrived as a commercial problem and the design decision and the business decision were made in the same conversation.

Selected outputs
  • keramika.com.tr, the company's first corporate website
  • yarisma.keramika.com.tr, the student design competition platform
  • Campaign sets for keramikashop.com
  • The printed annual bulletin
  • Vehicle livery for the company fleet
  • Short brand films for campaign dates and trade fairs
Tools
  • Photoshop
  • Illustrator
  • InDesign
  • After Effects
  • Premiere
  • Lightroom
Websites
Credits
  • Worked inside the e-commerce department alongside marketing, sales and production. Campaign direction was set with the department; design, photography and film production were mine.

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