The clay ceramics industry comprises materials used in construction (bricks, tiles, and expanded clay, among others), is of great importance for Brazilian economic development, and the industry is seeking new sources of raw material, mainly clay. The present work aims to characterize a clay deposit located in the central region of the state of Piauí, to make feasible its use as ceramic raw material, seeking to boost the clay ceramics industry. The chemical composition, the crystalline phases, and the plasticity of the clay were analyzed. Specimens were prepared by uniaxial pressing, dried in an oven at 110 °C, and then heated to 900 °C, 1000 °C, and 1100 °C. Bending strength, apparent porosity, linear shrinkage, water absorption, and mineralogical, macrostructural, and microstructural analyses were determined. The results showed an improvement in the indices with the increase in the firing temperature and that the samples showed a reddish coloration due to the presence of iron, as well as quartz and kaolinite. Thus, the clay deposit has the potential to become raw material for the clay ceramics industry in the state of Piauí.