We recently connected with Rachel Dangerfield and have shared our conversation below.

Rachel, thanks for taking the time to share your stories with us today Can you talk to us about how you learned to do what you do?

Starting Field Day Kids, my design studio for baby and kids’ brands, feels like the result of a lot of trial, error, and growth over the years. I’ve always been drawn to design that’s a little quirky and offbeat, and in the past few years, I’ve really started to lean into that style.

After working with a few businesses in the kids’ space, I realized—this was it. It felt like such a natural fit, and I genuinely loved the work. From there, I went all in, diving down every rabbit hole—books, podcasts, Pinterest boards, and product aisles. I also soaked up inspiration from my two boys. Raising them has given me a front-row seat to how kids see the world and what sparks their imagination.

Rachel, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hi! I’m Rachel Dangerfield, and I recently launched Field Day Kids—a design studio specializing in branding and product design for baby and children’s brands. For over 15 years, I ran Imaginary Beast, working with creative businesses to develop products, design packaging, build visual identities, and help brands find their voice. A few years ago, after working with a couple of kids’ brands, I realized how much I loved the work. It felt like the perfect fit—so I went all in and started Field Day.

At Field Day, I help brands connect with kids and their grownups through playful, thoughtful, well-crafted design. Design for kids should be interesting! Unexpected! Smart! And yes—great looking. Too many children’s brands rely on cheesy, generic graphics. I believe your brand should look just as special as the product you’ve created.

With “be extraordinary” as my mantra, I create everything from logos and brand identity systems to packaging, product concepts, illustration, and website design.

I’m proud of the brands I’ve helped launch and the long-term relationships I’ve built with clients. More than anything, I want people to know I love what I do. I care deeply about helping your new product, your kids’ book, or your passion project succeed. I bring curiosity, care, and creative know-how to every project I’m trusted with.

How about pivoting – can you share the story of a time you’ve had to pivot?

For fifteen years, I worked under the name Imaginary Beast, designing everything from branding to packaging to websites. The variety made my day-to-day fun and unexpected. I never knew what type of client would contact me next! Over time though, I started to feel a little too general. I wasn’t sure how to describe what I did, or who I did it for.

The old saying, “a jack of all trades is a master of none,” felt like it hit home. I realized I wanted to be more focused—to work on projects I genuinely loved and could bring something extra to. That’s what led me to start Field Day Kids and focus on children’s branding and product design. Working to become more of an expert in this specific niche has been scary but so, so rewarding.

What’s the most rewarding aspect of being a creative in your experience?

I love being the behind-the-scenes person—the “let’s make it happen” person. When a client comes to me with an idea, it’s usually something they’ve been thinking about for a long time. It’s personal, it’s exciting, and it means a lot to them. I get to help bring it to life—and help the world fall in love with it too.

Contact Info:

• Website: https://fielddaykids.com
• Instagram: imstagram.com/fieldday_rachel