The Field Set is the design practice of Ephrem Hernandez.

I celebrate the opportunity and responsibility of the designer in an age defined by design decisions. *Design makes up the world.Design can save the world.

The Quick Story

I began practicing interactive design after earning a degree from architecture school and then receiving a grant to study art for a year.

Early on, I worked in-house for an exploding startup, managing their eCommerce and distributor-oriented web properties, and have since served as strategist and creative lead on several startup teams including leading the social platform for makers We Make. Throughout my career, I've maintained a design practice for clients around the country*.

I'm confident talking to leaders about business metrics, to users about their experience, and to devs about technical details. And, I love being a creative bridge between them all through strategy, visual design and iteration. (I've also seen a lot of projects through the development process myself.)

I am motivated by the constant opportunity we have to acknowledge one another, whether in person or across distances. Honestly, I am not "passionate about tech" but I am passionate about bringing clarity to serve connection.

Alongside metrics, success could be marked by the user response, "They get me."

*I'm currently making a shift to join a collaborative team that's working on a dynamic and generous product. If that's you, I'd enjoy hearing about it! Let's talk.

A little more

Though I've worked in Austin and around Santa Fe, I now live and work in the north woods of Idaho where the quiet and beauty influence my approach.

Books are a big part of my life and I generally have four or five going at a time. I'll include a few favorites below* that I think have had the most impact on me as a designer.

Want to find out more or work on something together? I'd enjoy hearing from you.

*A handful of influential books:

  • The Choice — Eliyahu Goldratt
  • Essentialism — Greg McKeown
  • Wabi Sabi — Lennox Tierney
  • Quiet Leadership — David Rock
  • Running Lean — Ash Maurya
  • The Vision-Driven Leader - Michael Hyatt
  • How to Make Friends and Influence People - Dale Carnegie
  • Tribes - Seth Godin
  • Decisive - Chip Heath & Dan Heath
  • Mindset — Carol Dweck