Field Notes Ad Series

Field Notes creates a quarterly limited edition set of notebooks. This ad series is for the 48th edition, The United States of Letterpress. The notebook sets focus on the process that went into making them, including details on who made them, what machine they were made on, and what paper and ink were used. I wanted to include that same focus on process in my ad series. I used letterpress type to create a series of prints, which I then used in a photoshoot. The photoshoot was done in my living room, using natural light and large sheets of white paper. The existing Field Notes and United States of Letterpress logos are very horizontal. I took both of logos and incorporated them into a typographic badge.

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Each ad uses a different word to describe both the people who made the notebooks and people who might use them. The text I included below the image is from Field Notes, describing notebook series.

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Sketches

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After doing pages of sketches, I narrowed my ideas down to two. The above series was the idea I chose not to execute after two rounds of feedback.

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This was the initial idea for the series, including the horizontal version of the Field Notes logo.

Prints

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I used mismatched letterpress type and card stock I had at home to create the series of prints. I was limited by the type pieces I had as to what words I could create. I tried a lot of different combinations of letters before I landed on the three that I used.

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Photoshoot

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This was my setup for the photoshoot. I used my wood-look floor for the backdrop and different objects from my office to prop up white sheets of paper. Missing from this photo is me kneeling behind the camera, trying to hold the notebook through the tripod.

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Unedited photos from the shoot.

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My production assistant. Cute but better at knocking down props than helping.