We build brands people love. Our work reflects the quality of our process. We design without ego. We bring our best minds to the table to imagine new possibility. It’s all practice. And practice makes progress.

On Our Shelves graphic featuring illustrations of books
A woman with braided hair carrying a bag with the words 'Collective Liberation' and a watermelon slice illustration, standing next to a sign that reads 'Designing for Dignity' at the Museum of Contemporary Art Chicago, during the Deem symposium.
Motivational quote on a sky background with clouds. Text reads: "The world is our field of practice"
Field of Practice co-founders Nermin Moufti and Kristin Lueke smiling and posing with Egyptian comic Bassem Youssef
People wearing shirts with the words 'Collective Liberation'
A woman speaking on stage during the Brand New Conference in 2023 with large text 'THE FUTURE' projected in the background.
Nermin Moufti and Kristin Lueke in the audience at Design as Activism Symposium
Two smiling women sitting on stools and engaging in conversation against a light green background with the word "FOUR" in large white letters.
A group of eight people participating in a virtual meeting, each in their own different indoor setting, smiling and looking at their screens.
Open magazine with black and white layout, featuring inspirational quotes about embracing diversity, abundance, and teamwork, with a pink tab at the top.
Two women are standing and speaking in front of a large screen during a presentation. One woman is wearing glasses and a loose T-shirt, gesturing with her hands, while the other woman is wearing a headscarf, a jacket, and earrings, with one hand on h
Four quadrant chart showing different colored dots representing parts of human behavior: top left is liked, top right is longed for, bottom left is let go of, bottom right is learned.
Two people are hugging on stage at the BrandNew Conference 2022, with a large abstract design projected behind them.
A woman sitting on the grass holding a brochure, smiling at the camera. She is wearing glasses, a baseball cap, and a casual t-shirt, with a garden and a brick-edged flower bed in the background.
Inspirational quote graphic with bold black text stating "STOP PLAYING SMALL" and various smaller quotes around it, including "Start with love," "The only lasting truth is change," "Be where your feet are," and "You must make your own map." The backg
Group of people standing in front of a wall with the text "Another world is possible."
Person carrying a black tote bag with the text 'Sharing Histories Connecting Cultures' written on it.

↘ Who We Are

We are brand alchemists & seasoned storytellers. Conductors of imaginative energy & excellent conversation. We create the conditions for brilliance to emerge.

Kristin Lueke headshot; woman with a long braid and big earrings gazing upwards and smiling

  • Kristin is a Virgo and creative strategist who brings a joyful sense of play and precision to the creative process. 

    She’s led award-winning brand campaigns, developed strategic plans and communication strategies, and crafted impeccable copy for hundreds of mission-driven organizations, emergent businesses, and practicing artists. 

    She’s helped shape the editorial standards and strategies for Planned Parenthood and Braver Collective, a storytelling platform for survivors of sexual assault, and facilitate for the Alliance Table, a national coalition of reproductive justice organizations. She defined the voice and story for the Disability Cultural Center at UIC and the Terra Foundation for American Art, and helped launch New Mexico Native Workforce Partners and the Center for Reflective Intelligence.

    Her work has been honored by the Webbys and Communication Arts, while her creative writing has been nominated for a Pushcart Prize, Best of the Net, and Best New Poets. She’s published two chapbooks and writes a lyrical monthly newsletter called The Animal Eats. Kristin holds an AB in English from Princeton University and MA in Humanities and Creative Writing from the University of Chicago. She lives in northern New Mexico, where she’s a member of the Santa Fe Design Corps and loyal jurist for the New Mexico Book Awards.

Nermin Moufti headshot; a hijabi woman with beautiful, minimalist accessories smiling broadly

  • Nermin is a brand alchemist—a designer, creative director, and whole-hearted champion for form, function and care.

    Syrian-born and fluent in Arabic, Nermin has helmed numerous bilingual brands and campaigns, locally and globally. She’s designed boundary-breaking brands and creative strategies for Watermelon Pictures and the Terra Foundation for American Art, developed holistic brand standards for Planned Parenthood National, and led exquisite print campaigns for the School of the Art Institute Chicago and Art Design Chicago. Her work has been honored in the STA 100, Typewolf, Brand New, Communication Arts, and Fast Company Innovation by Design. 

    Nermin was featured in New City’s Design 50 for her leadership in Chicago’s creative community, which includes co-chairing Typeforce, an annual typographic art show; co-founding The Watermelon Tee, an apparel line supporting displaced families in Palestine; and regular guest lectures in classrooms and conferences across the city and country. She’s spoken at Brand New, First Round, and User Journey, the Society of Typographic Arts podcast. 

    She holds a BSc in Visual Communications from the American University of Sharjah (UAE), and an MFA in Interdisciplinary Arts, Media and Design from OCAD University. She lives in Chicago, where she takes every opportunity to kayak on the river with her son. 

Nermin Moufti and Kristin Lueke, in beautifully coordinated soft linens, leaning into each other while laughing

© Photos by Olivia Kohler

Black and white logo that resembles a minimalist lotus flower.

HOW WE WORK

—

HOW WE WORK —

We make the map together, tailoring our approach to meet your goals, priorities and capacity.

Diagram of logo with only the center petal filled in.

Discovery & Learning


We dig deep and ask good questions to understand who you are, who you serve, and what matters most.

Brand + Landscape Audit

Co-Design Workshops

Stakeholder Interviews

Audience Profiles

Journey Mapping

Opportunity Framing

Diagram of logo with the leftmost and center petal filled in.

Strategy & Design


We metabolize insight into coherent strategies that lay the foundation for beautiful, scalable brand identities.

Brand Positioning, Values + Attributes

Brand Voice + Messaging

Communication Strategy

Visual Territories + Design Directions

Visual Identity System

Brand Guidelines

Diagram of lotus flower logo, black outline with cream fill.

Launch & Activation


Time to apply the design. We’ll work with you to determine priorities and opportunities for impact.

Print + Packaging Design

Brand Collateral + Merch

Environmental Design

Art + Creative Direction

Website Design

Social Templates

Launch + Creative Campaigns

Copywriting + Content

Circular logo with the text "Think & Do Differently"

↘ Honors

AWARDS & ACCOLADES

2025 — Comm Arts Interactive Award
2025 — Comm Arts Design Shortlist
2025 — STA 100
2025 — STA 100 Judge’s Prize
2025 — Webby Honoree, Websites
2024 — Chicago Design Archive
2023 — Comm Arts Design Shortlist
2020 — FastCo Innovation by Design

2020 — BrandNew Best Wordmarks

2019 — Webby Winner, Websites, Activism

TALKS & PUBLICATIONS

2026 — STA Transitions Conference, Chicago
2025 — Designers in Context, Columbia Chi
2025 — Designing Wellness, Columbia Chi
2024 — Faculty Magazine

2024 — Confronting Design, CGDC
2024 — Design as Activism, IIT
2023 — Designing Your Life, Northwestern
2023 — BrandNew Conference, Chicago
2022 — BrandNew Conference, Austin

2019 — First Round Conference, Chicago

Have a project in mind? Let’s talk about it.