The Field
Identity and field-marketing kit for an event series that lives in the wild. Built to survive every printer, promoter, and parking lot.
The problem
On-the-ground event series. The brand had to scale from a flyer under a windshield to a stage backdrop. And still feel like the same thing.
How we fixed it
Built a kit, not a brand book. Flexible wordmark, set type, mark variations, documentary photo direction. Designed for the field operators who actually run the night.
A field brand survives everybody who touches it. Promoters. Printers. Photographers. Security. We treated the guidelines like an operator's manual. Short, opinionated, hard to misread. If a 17-year-old running a Street Team at 11pm can't deploy it cleanly off a phone, it's not the brand. It's a problem.
What we made
- Identity system + kit
- Event collateral and signage
- Photography direction
- Field activation playbook
What it did
- Identity deployed across 12+ city activations
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