Field Notes

Field Notes is an annual conference for creative professionals trying to navigate the tension between ambition, identity and faith. I developed the brand strategy, messaging and visual identity, translating a vulnerable perspective into a brand experience that felt welcoming, thoughtful and creatively inspiring.

My Approach

The challenge was creating a brand that invited conversation instead of claiming certainty, all within the loaded context of faith.

Many faith-based brands fall into one of two extremes: they either become so casual that they dilute their beliefs in an effort to fit in, or they become too stiff, that they feel unapproachable to the people they’re trying to reach. So with Field Notes, I wanted to create a different approach.

The strategy centered on creating a space where difficult questions about ambition, purpose and creative work could be explored openly. Imagining being an an open field, where people took note of the environment around them and traded that insight with each other. To support that positioning, I developed a playful, camp inspired identity system that brought warmth, curiosity and an connection. The creative direction was intentionally designed to make conversations around faith feel more approachable without diluting the conference’s point of view.

The strategic foundation informed every touchpoint, from the visual identity and website to newsletters and brand merch.

Brand color system designed to make faith based conversations feel approachable, while reinforcing the conference’s goal of shared connection.

Homepage experience structured to introduce the conference’s perspective while encouraging deeper exploration of its themes and programming.

Sticker designs were intentionally created to feel culturally relevant vs. superficially zealous, encouraging curiosity and helping attendees share their connection to the conference in a way that felt authentic to their identity.

Email campaign designed to nurture interest, reinforce the conference value proposition and drive ticket conversions.

Registration experience designed to move audiences from curiosity to commitment through clear pricing, programming and event details.