The Momuc Museum of Ceramics asks us to take care of web and social communication for its tenth anniversary. The name of the festival is “Unformed”. How can you give shape to something that does not exist yet? And thought a digital platform? How can you communicate the materiality of ceramics, the slow process of its realization? During the creative process we asked ourselves these questions. The result is a typographical process dedicated to craft design, using water and milk to simulate the process of genesis and transformation of a shapeless shape.