Fields Good
Fields Good is a functional cookie company founded by Ashley Fields and Kim Anderson. Built on three soft-baked cookies — Focus for cognitive performance, Protein for fuel and energy, and Sleep for rest and recovery.
I joined Fields Good as their primary Brand & Visual Designer, tasked with creating everything they needed for a successful brand marketing launch.
Brand Guidelines
My first project for Fields Good was building their Brand Guidelines from the ground up — a foundational reference to anchor all future creative work. The co-founders had already partnered with a brand designer to establish the logo, color palette, and typography; my role was to define how those elements would live and breathe across the brand, and unify them into one cohesive system.
Working directly with co-founder Kim Anderson, I developed a full Brand Guidelines deck covering brand story, voice and tone, product lineup, logo usage, color (including WCAG 2.2 accessibility compliance), typography, and graphic style — giving the team a single source of truth as they scaled into new products and channels.
Times Square Billboard
Shortly after launch, Fields Good landed a placement on the Nasdaq Tower in Times Square — a milestone moment for a brand-new company, and one I got to help bring to life. I designed the billboard creative, which came with a real design challenge: the tower's window placement meant parts of the display would be obstructed. I built a layout that worked around it — keeping the logo, tagline, product imagery, and web/social info fully legible despite the window placement.
Founders Kim and Ashley were in NYC for press at the time and were able to film content live in Times Square with the billboard behind them to celebrate the moment.
Packaging
Packing Tape & First-Order Inserts
Influencer Gifting Box
Inspired by the iconic, nostalgic EZ Bake Oven, I designed this gifting box for Fields Good to send to influencers in the better-for-you-foods space with large, engaged followings.
The design features an open top shelf for the cookies and a pull-out drawer holding a custom Fields Good apron and a recipe-card-inspired designed insert.
The result has been organic, unprompted posts from recipients, reaching new audiences and generating UGC that Fields Good can repurpose across its own channels
PR Gifting Box
For influencers and press with smaller reach, I designed a more streamlined mailer gift box built to hold up to 6 cookies and an insert while still communicating key brand RTBs. Like the larger gifting box, this mailer has generated strong organic pickup and UGC for the brand.
A key initiative to set Fields Good up for a successful launch was building out their lifecycle email program — Welcome, Post Purchase, Browse Abandon, Abandon Cart, Subscription, Review, and Winback — to keep customers engaged at every stage of their journey with the brand.
I designed the Welcome, Post Purchase, and Abandon Cart flows directly, and art-directed a second designer on the remaining flows.
Merchandise
I was tasked with developing a merchandise line for Fields Good for customers to purchase, and for the founders to wear as uniforms and gift at events.
We leaned into premium, nostalgic materials within the brand's brown-and-cream palette. The lineup includes hats, baseball tees, sweatshirts, socks, a tote bag, a retro motel keychain, and a silk scarf.
