The immersive photojurnal

Fields began as a personal photojournal — a raw visual diary filled with fragmented moments, quiet observations, and emotional textures. The challenge was to evolve it into a fully realized brand without diluting its honesty or spontaneity. This wasn’t a commercial rebrand; it was an act of preservation. The designer’s task was to frame the visuals in a way that respected their original tone while introducing structure and coherence.

From the start, the design direction drew heavily from fashion editorials and indie publications. The photography itself was moody and atmospheric, often leaning into natural light, grain, and negative space. The identity system had to reflect that — bold enough to anchor the visuals but subtle enough to never interfere. Margins were intentionally wide, creating space to breathe. Typography was minimal and stretched across grids in a way that felt organic rather than forced.

Fields doesn’t try to explain the photographs. It lets them speak in their own time, with the design quietly stepping aside.

Color grading was treated as part of the identity. Each photo set was supported by complementary background tones, evoking different moods — from earthy desaturation to sun-bleached warmth. Layouts were restrained yet expressive, allowing for both full-bleed impact and quiet intimacy. This visual tension — between control and looseness — became the core aesthetic of the Fields identity.