Field Notes Studio Brand Identity & Website Launch

Field Notes Studio is my independent venture created to support founders and small teams who feel overwhelmed by growth. Built on the values of clarity, calm, and creativity, the studio offers strategic brand and communication support that feels like a retreat rather than a corporate bootcamp. I developed the full brand identity, positioning, and launch website to reflect this ethos and establish Field Notes as a trusted partner for thoughtful growth.

Many founders experience a tension between their fast-moving business needs and the desire for intentional growth. The challenge was to create a brand identity and platform that would cut through the noise of hustle-driven consultancy voices and instead feel like a grounded, supportive space for clarity.

Concept & Positioning → Defined Field Notes Studio as a boutique partner for fast-moving founders who want clarity and confidence in their brand and communications. Positioned the studio as calm, grounded, and quietly authoritative — an alternative to jargon-heavy agencies.

Visual Identity → Inspired by national parks and vintage field notebooks, I developed a muted, earthy palette (charcoal, cream, sage, dusk blue, pale clay) that conveys strategy, stability, and warmth. Designed a flexible visual system in Figma with typography, color, and graphic motifs that reinforce the idea of clarity through nature.

Voice & Tone → Crafted messaging guidelines in Notion that prioritize reassurance, approachability, and professionalism without slipping into corporate jargon. The brand voice feels conversational and empathetic, reinforcing the sense of a partner walking alongside founders.

Website Design → Designed and built a Squarespace 7.1 site that carries through the field journal aesthetic with clean layouts and simple navigation. Integrated The Logbook, a founder-journal-style blog, to serve as both a storytelling space and a hub for thought leadership. Added clear CTAs, a “Get Started” page, and service overviews to guide prospective clients smoothly through the experience.

Brand positioning & identity system

Voice and tone guidelines with messaging pillars

Visual palette & design direction (Figma-based)

Squarespace 7.1 website (homepage, services, blog)

Launch content including blog setup, Get Started page, and introductory articles

The result is a cohesive, purposeful brand and digital presence that communicates calm confidence to founders. Field Notes Studio now serves as both a client acquisition platform and a content hub for insights and thought leadership. The brand stands apart from traditional consultants by offering strategic clarity and creative support in a way that feels approachable, trustworthy, and human. Early response to the launch has positioned Field Notes as a differentiated, boutique option for founders seeking not just services, but a sense of focus and partnership.