Found the recipe this morning at Apartment Therapy (interesting blog by the way).
Roasted Sweet Potato Sticks with Rosemary
1 pound sweet potatoes, washed
1 tablespoon fresh rosemary, chopped fine
1 tablespoon olive oil
1 teaspoon kosher salt
Fresh ground black pepper, to taste
Heat oven to 425ºF. Cut the sweet potatoes into thick sticks. Toss with the rosemary, oil, salt and pepper and spread in one layer on a large baking sheet. Roast for about 15 minutes, shaking the pan and stirring occasionally.They don't get crispy, like fried fries, but instead they're tender in the middle with some crunchy edges. Rosemary is just one seasoning idea - try tossing them with thyme, chili powder, or paprika.
Other suggestions from the comments;
Try using butternut squash instead of sweet potatoes.
(If you have a variation on the recipe, please post it in comments. I was wondering if you could make these 'fries' using pumpkin, squashes, yams?)