Case study · Nonprofit arts · Redesign concept
The Field
A home for artists to raise money, get found and grow, on the web and in your pocket.
The Field is a nonprofit that helps artists fundraise, get discovered and grow their careers. This concept reimagines its website and mobile donation flow to feel human, inspiring and trustworthy.
The work turns complex services such as fiscal sponsorship, campaigns and donations into something a first-time visitor can understand and use.
Explain a broad mission without overwhelming a first visit, and keep a multi-step, recurring donation simple on a phone.
- 01Led with strong type, space and one hero message
- 02Split services, artist types and discovery into modules
- 03Told the story through real artists and campaigns
- 04Designed a step-by-step mobile donation flow
- 05Built one calm component system for web and mobile
Four problems, framed up front.
Scope at a glanceProblems as framed in the case on phamhuyds.com.
Mission first
Say what it does before the scroll.
One headline, one portrait, two numbers. Services, artist types and discovery follow as separate modules you can scan in any order.
Homepage and about page, built from the same modules.
Discover and give
From a campaign to a receipt in a few taps.
Discover an artist, open a campaign, choose an amount and how often, pay. Each step shows where you are and what happens next.
Discover for donors, an income overview for artists.
Design system
Calm colour, editorial type.
A serif display face over a clean sans, mint green for action, and soft colour taken from the art itself. The same components build the site, the app and the artist dashboard.
Light and dark, one set of parts.
Try the flow
Monthly giving, without the fine print.
Three short steps with a progress bar on top. The summary says, in one sentence, what will happen to your money and when.
Browser sketch of the donation pattern. No payment is made.
Impact
Clear, human and easy to give to.
The redesign turns The Field's online presence into something first-time visitors can follow and donors can trust.
Less to think about
A simpler structure lowers the load for first-time visitors.
Less friction to give
A mobile-first flow takes donors from discovery to payment in a few steps.
One look everywhere
A shared design system keeps web and mobile consistent.
Room to grow
Reusable components are ready for new services and campaigns.
A redesign concept by Huy Pham for The Field, a nonprofit arts organization.
Huy Pham
Huy Pham
Huy Pham
Responsive web, mobile
Serif display, sans text
Concept
Running a mission-led brand?
Get a design team that makes people want to give.
Next case
