Field Notes.Practical, numbered, free.

Short guides, tests, and checklists for the brand decisions we see most often. Each one reads in full, right here.

  1. 01The Craft Beverage Label GuideThe complete guide to a craft beverage label in Canada: how it earns the pick-up on a crowded shelf, how brand and style share the front panel, the thinking behind colour, finishes and illustration, where generative tools belong and where they do not, and the compliance checklist to plan for before the first sketch.CPG + Packaging
  2. 02How to Brief a Senior Creative PartnerWhat an agency should hand a senior creative partner before day one, so the first round lands closer to the mark.Industry Notes
  3. 03The Heritage AuditTen questions that uncover the history a brand already has, before anyone invents one.Storytelling
  4. 04The 30-Second Shelf TestHow to judge packaging the way shoppers do: from a few steps back, in a few seconds, next to the competition.CPG + Packaging
  5. 05Refresh or Rebrand?A decision guide for owners weighing how much of their brand to change, and how much to keep.Brand Strategy
  6. 06What Fractional Creative Direction Brings a Growing BusinessWhen a business needs senior creative leadership without a full-time hire, and how it works alongside an agency or in-house team.Brand Strategy
  7. 07Senior Creative Overflow for AgenciesReserved senior creative capacity for agencies: brand, packaging and campaign work under your name, with direct access to the person doing it.Industry Notes
  8. 08Brand and Packaging Design for Craft Beverage and CPGBrand strategy and packaging for craft beverage and CPG brands, from the first positioning conversation to production-ready files.CPG + Packaging
  9. 09Brand Identity for Growing Small BusinessesBrand strategy and identity for owner-led businesses that have outgrown their first logo.Brand Strategy
  10. 10A Fractional Creative Lead for Lean Marketing TeamsFractional creative direction for sales-led businesses where marketing is a small team supporting a big sales effort.Brand Strategy
  11. 11Website Design for Brands That Have Outgrown Their SiteArt direction and design for companies whose website has not kept pace with their growth.Identity + Design
  12. 12The Real Estate Brand GuideThe complete guide to branding a real estate practice in BC: how clients actually choose an agent, the strategy no template can do for you, a mark that moves with your career, and the BCFSA rules to design around.Brand Strategy

Reading is free.Judgment is billable.