For American Field, cultural gatherings serve as a pillar to all communities, and large-scale local markets have been a way to engage in social communication, collaboration, and innovation. To create a new visual identity for the 2017 summer market, American Field and RCAD built out a complex redesign of their promotional materials. These materials were matched with a crowdfunding initiative titled “The Hatchery” where American Field’s sister company, Ball and Buck produced experimental products and engaged their community to fund the pieces for production to be sold exclusivly at American Field Events.

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American Field and RCAD developed the strategy, launch campaign, exhibition, and branded marketing assets promoting these local markets across America. The events brought together local artisans, influencers, creatives, and innovative entrepreneurs by inviting them to “Sip, Talk, and Play”. This strategy invites people to come as they are and support the local business owners of their communities.