Brief No. 00221616 Jan 2023
A new website for a walking magazine, live by spring.
Rough budget€20k to €40k
First callWithin one day
Pulled by Callum, Fieldnote★
Fieldnote
Fieldnote
A print magazine about walking that wanted to be read on the walk itself. We built an editorial system for print and screen, and a reading app that works offline on a hill with no signal.
Client
Fieldnote Magazine, Edinburgh
Scope
Editorial, App
Timeline
10 weeks, spring 2023
The editor's notebook, issue 12
01
The brief
It started with a pull
The challenge
Fieldnote's readers loved the paper and left it on the train. The website was a PDF of the print issue, unreadable on a phone and impossible to find again. Callum wanted the magazine in people's pockets without losing the feel of the page.
What we made
An editorial system with one grid for print and screen, a serif that reads well on paper and on small screens, and an app that downloads each issue for offline reading, with a map for every walk that works with no signal.
3×
Subscribers in a year
26 min
Average reading time
100%
Of walks readable offline
48
Walks mapped in the app
100%
Of walks readable offline
48
Walks mapped in the app
02
The work
Editorial, App
Fieldnote
Fieldnote
Fieldnote
Fieldnote
Read it on the walk.
Read it on the walk.
Read it on the walk.
Gorse
#E8C547
Peat
#2A2208
Page
#FBF7EA
Aa
Aa
Instrument Serif, Italic
A serif that reads as well on paper as on a phone
03
Ten weeks
Tested on a hill
Weeks 1 and 2
Walks
Four walks with the editors and their readers, asking what they wanted to read, and where.
Weeks 3 to 5
One grid
An editorial system that works on a printed spread and on a phone held in one hand.
Weeks 6 to 9
The app
Each issue downloads for offline reading, with a map for every walk. Tested on a hill with no signal.
Week 10
Issue 12
The first issue on paper and in the app on the same morning.
“
“
“
Our readers finally take the magazine on the walk, instead of reading about walks at home.
CR
Callum Reid
Editor, Fieldnote
04
Credits
Four people, ten weeks
Creative direction
Mateo Alves
Editorial design
Imani Brooks
App design
Lin Zhao
Engineering
Jonas Weber
Next case study
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2026
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morrow.
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Fieldnote
Fieldnote
A print magazine about walking that wanted to be read on the walk itself. We built an editorial system for print and screen, and a reading app that works offline on a hill with no signal.
Client
Fieldnote Magazine, Edinburgh
Scope
Editorial, App
Timeline
10 weeks, spring 2023
The editor's notebook, issue 12
01
The brief
It started with a pull
Brief No. 00221616 Jan 2023
A new website for a walking magazine, live by spring.
Rough budget€20k to €40k
First callWithin one day
Pulled by Callum, Fieldnote★
The challenge
Fieldnote's readers loved the paper and left it on the train. The website was a PDF of the print issue, unreadable on a phone and impossible to find again. Callum wanted the magazine in people's pockets without losing the feel of the page.
What we made
An editorial system with one grid for print and screen, a serif that reads well on paper and on small screens, and an app that downloads each issue for offline reading, with a map for every walk that works with no signal.
3×
Subscribers in a year
26 min
Average reading time
100%
Of walks readable offline
48
Walks mapped in the app
02
The work
Editorial, App
Fieldnote
Fieldnote
Read it on the walk.
Gorse
#E8C547
Peat
#2A2208
Page
#FBF7EA
Aa
Aa
Instrument Serif, Italic
A serif that reads as well on paper as on a phone
03
Ten weeks
Tested on a hill
Weeks 1 and 2
Walks
Four walks with the editors and their readers, asking what they wanted to read, and where.
Weeks 3 to 5
One grid
An editorial system that works on a printed spread and on a phone held in one hand.
Weeks 6 to 9
The app
Each issue downloads for offline reading, with a map for every walk. Tested on a hill with no signal.
Week 10
Issue 12
The first issue on paper and in the app on the same morning.
“
Our readers finally take the magazine on the walk, instead of reading about walks at home.
CR
Callum Reid
Editor, Fieldnote
04
Credits
Four people, ten weeks
Creative direction
Mateo Alves
Editorial design
Imani Brooks
App design
Lin Zhao
Engineering
Jonas Weber
Next case study
01
/
Fintech
·
2026
morrow.
morrow.
→
Got a
brief?
hello@leverage.studio
Leverage
PRO
Buy me
↗