UNREASONABLE HOSPITALITY
THE FIELD GUIDE
PROJECT OVERVIEW
Working with our good friend Will Guidara—and getting to serve as art directors across all of his projects at Unreasonable Hospitality—has been one of the most rewarding creative partnerships we've had. Collaborating on The Field Guide, the follow-up to the wildly popular Unreasonable Hospitality, was especially fun because Will came in with a clear vision: he didn’t want another boring, checkbox-style workbook. He wanted something that felt alive, thoughtful, beautiful, and genuinely useful. That challenge pushed us to create something more dynamic and engaging—building on the heart of the original book and turning it into a piece that feels less like a workbook and more like a beautifully crafted, worthwhile companion you actually want to keep coming back to.
Project Credits
- (Creative Direction) Will Guidara
- (Art Direction, Design & Illustration) Don Clark
- (Design & Illustration) Matt Stevens
THE FIRST COURSE
If you’re going to dive into The Field Guide, you really need to start with the original—Unreasonable Hospitality, the million-copy bestseller that started it all. It’s more than just a business book; it’s a philosophy that’s been embraced by hundreds of organizations around the world, from small independent businesses to global companies. Pro sports teams, major brands, and teams across industries have adopted its ideas to rethink how they show up for people and create meaningful experiences. From restaurants to tech startups, its impact cuts across industries.
Few people are as wildly talented as they are deeply engaging, but the team at Invisible Creature is right at the top of that list. They don’t just bring your ideas to life- they elevate them beyond what you ever imagined, all while making the process an absolute joy. Working with them isn’t just something you do- it’s something you genuinely look forward to.
Will Guidara
UNREASONABLE HOSPITALITY
Welcome Conference
Each year, thousands gather in New York City for the Welcome Conference, brought to you by Unreasonable Hospitality. A day of stories, insights, and connection from the most inspiring voices in hospitality and beyond.
Dialogues
We loved collaborating with Will and the team at Theory 11 on DIALOGUES, a conversation-starting game designed to spark meaningful connection.
THANK YOU
Will Guidara & Brian Canlis