Field Notes for Tomorrow
A concise narrative system for a climate research studio ready to speak beyond its own industry.
Strategy + voiceIndependent copy & creative direction
Make the good idea impossible to miss.
I’m Mara Vale. I help thoughtful teams turn complicated offers into clear, memorable words and a sharper point of view.
Tell me what you’re makingSelected work
Clearer by design.
A few ways I’ve helped a good idea find its shape, voice and next reader.
Northline Objects
Product stories and a calmer storefront for a small-batch homeware label with a lot to explain.
Messaging + webCommon Thread
A launch story that gave a new membership platform a reason to be joined, not just browsed.
Campaign directionWays to work together
Useful words.
Less wriggle room.
Choose the shape that matches where your project is today. We can make it smaller or stranger together.
Brand voice
A practical voice system that lets your team sound like itself, consistently.
- Positioning language
- Voice principles
- Examples your team can use
Web copy
Pages that make the right people understand the value quickly, then take the next step.
- Page structure and messaging
- Conversion-minded copy
- Content handoff notes
Launch direction
The central idea, rollout language and editorial guardrails for a meaningful moment.
- Campaign concept
- Key messages and assets
- Launch sequence
Clarity session
A focused working session when the problem is real but the brief is still fuzzy.
- 90-minute working call
- Written direction afterwards
- A useful next move
The approach
Thoughtful, not precious.
Good collaboration should leave you with better language and a better understanding of the work.
Listen first.
We get to the useful truth beneath the jargon, ambition and half-finished notes.
Make choices.
I turn the raw material into a clear route through the message, with room to breathe.
Leave a system.
You get language you can use, not a mysterious document that sits in a drawer.
Start a project
Bring the rough version.
No polished brief required. Tell me what you’re trying to make clearer, and I’ll reply with a sensible next step.