The Ford Field Guide

For creative people at a crossroads.

Ford Field Guide is for independent creatives, solo business owners, and life pivoters.

It’s a no-fluff, intuition-driven blend of structure, accountability and fluidity. Based on three decades of brand building. Created by Carrie Ford Hilliker of Ford/Visuals.

Let’s get your ideas off your notes app.

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The story of a name.

Over the past ten years or so, this project has been coming together. The name has changed at least three times, and never felt quite right.

But now, it’s clear. The goldilocks of names. Ford is my family’s name. My great grandmother Kate Ford was an immigrant and a farmer. Not just that, the word ford reflecting where I am in my life today and nearly everyone I work with lands, as well.

At a ford, a threshold, a crossing. The shallowest part of the river. That spot where possibility says sup and suddenly feels attainable.

I’m at that threshold today. I’m coming up for air after a life-changing decade that included the birth of my daughter, sudden death of my husband and loss of my dad. Oh and perimenopause. In the meantime, I solo parented my incredible daughter, stopped drinking, kept my business afloat and started writing again. One step at a time, I somehow landed here, a place where I finally feel like myself again. And it’s bloody great.

My threshold today looks like finally sharing all of this. Talking about it even though it’s so unbearably cringey. Sharing these tools and lessons with other people who are at a turning point - big and small.

The Ford Field Guide is a collection of offerings, worksheets, methods and tools that I’ve learned from 30 years of building brands for solo creatives and small businesses.

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Four years ago, in the middle of lockdown, The Brand Dossier started to take shape. Since then I’ve run it by dozens of friends, colleagues, and mentors. It’s been refined, rewritten, even the formulation changed a few times.

The Brand Dossier will help you crystalize your vision, shepherd your efforts, shape your ideas, collect your stories, sharpen your moodboards, and anchor your ideas with polished visuals, messaging, website design and social rollout. You’ll have your hands on the project, but with expert guidance to keep you on track and on time. Chances are good your taste and instincts are spot on, I’m just here to help it all line up.

I’ve learned first hand that a little help and accountability can work wonders. The Brand Dossier method is a no-fluff blend of advising and execution to level you up.

I’ve spent decades building brands, designing for the web, and telling stories as a writer and photographer. Life is short, mental space is limited, there is no time to waste. Let’s cut to the heart of it all and build a solid trellis for your ideas to take root and grow.

Can’t wait to hear what you’re up to.

Three Volumes/Buckets

VOLUME 1: Foundation

Get grounded before you leap.

The Atlas Project →

The Clarity Map

The Language Kit

Keep, Cut, Clarify

VOLUME 2: Momentum

You’re ready to make this happen. Take advantage of the fire you built up in Volume 1.

The Echo Project →

The Brand Spine

Website in a Weekend

Homepage Draft Kit

VOLUME 3: CONSISTENCY

You’re refreshing and updating a brand or business you’ve been growing and maintaining for years.

The Brightline Project →

Brand Update Memo

Misalignment Finder

Keep Cut Clarify