In collaboration with Art Director Katharine Bacon
Footnote is a location-based messaging app that lets users leave anonymous notes tied to real-world places. Notes can only be discovered by others when they are physically present at the specific location, creating moments of unexpected connection, discovery, and shared experience.
Many people crave a sense of connection without the pressure of forced social interactions. They often wish they could mark places where something meaningful happened, but without the permanence or performative nature of social media. In a world where public spaces can feel transactional, especially when moving to a new place, there’s a desire to make those spaces feel more personal and alive.
Brand Kit
Our visual and verbal identity is designed to feel welcoming and sincere, encouraging exploration and small moments of meaning in the everyday world.
Out-of-home ads bring the spirit of Footnote into the real world, exactly where it belongs. By featuring actual notes left by users at specific locations, the ads create authentic moments of discovery, mirroring the experience of the app itself. It’s a way to make public spaces feel more personal, meaningful, and connected.
To bring Footnote to life, we created an experiential activation where people could leave real sticky notes on a shared public board. Just like in the app, anyone could anonymously post a thought, memory, or message for others to discover. It gave people a hands-on way to experience the magic of leaving and finding notes in the real world.
Our social media posts feature Footnote’s iconic pins placed in real-world locations, hinting at hidden notes waiting to be found. Each post teases the idea of discovery, turning everyday spaces into something personal, unexpected, and worth exploring.
Footnote turns everyday places into living stories.
It’s about finding small, human moments hidden in the world around you and connecting people through the places they’ve been without ever forcing a conversation. By leaving anonymous notes tied to physical locations, Footnote makes public spaces feel personal again, offering fleeting connections that are meaningful, but never performative.