Independent concept brand / 2026

Fieldwork

Brand guidelines

An identity that brings purposeful movement into everyday life.

Identity · Colour · Typography
Applications · Voice

AI-assisted identity application mockup.

01 / Fieldwork

A recognisable signature.

FieldworkMovement studio

The dashed boundary illustrates clear space, not a printed element. Use the editable SVG supplied with this guide.

Set the wordmark in a bold sans serif, in title case, with a quiet descriptor beneath.
Keep one capital-F height clear around the wordmark. Minimum width: 120 px digitally or 30 mm in print.
Use chalk on forest or forest on chalk and chartreuse.
Never skew the wordmark, add speed effects or run track lines behind text.

02 / Fieldwork

A colour for every role.

Forest

#173D35

Primary brand surface, wordmark and headlines.

Chartreuse

#D6EC65

Appointment cards and selective pattern accents with forest text.

Chalk

#F4F2E8

Journals, letterheads and reading surfaces.

Charcoal

#202821

Body copy and functional information.

Use the hex values for digital work. For print, ask the production partner to convert with the intended stock and colour profile, then approve a physical proof. Keep small text on a high-contrast solid surface.

03 / Fieldwork

Type gives the brand its voice.

Keep moving. At your pace.

Arial / Display

Use for the wordmark and principal headlines. Keep sentence case and a clear hierarchy. Avoid decorative effects.

Arial / Supporting text

Use for body copy, labels and practical details. Start at 16 px for digital body text and adjust for the context; use comfortable line spacing.

One clear headline.
A short introduction.
Then the detail that helps someone act.

The editable wordmark references Arial. Install the typeface before editing; outline the final approved lettering for production.

04 / Fieldwork

The system in everyday use.

Application mockup: a visual study of materials and placement.

Movement journal

A durable chalk cover, strong title and ruled interior make room for personal notes and clinician-led plans.

Appointment stationery

Chartreuse cards stand out in a bag while dark forest type keeps key details legible.

Tote & environmental graphics

Large wordmarks and continuous tracks carry the system into fabric and signage with few production colours.

Four parallel tracks turn through rounded corners. Keep equal spacing and use a single colour per pattern.

05 / Fieldwork

Stay consistent. Stay human.

Voice principles

Use short, active language that respects individual starting points.
Make instructions practical and leave clinical advice to the treating professional.
Celebrate participation without promising a fixed recovery timeline.

Progress feels practical. Strong type and continuous track lines make the system active without visual noise.

Before you publish

01 / Check the wordmark proportions and clear space.

02 / Use the specified colour roles and readable contrast.

03 / Keep text clear of patterns and photographs.

04 / Confirm names, dates and contact details.

05 / Proof printed materials at their actual size.

Fieldwork is a fictional practice created for an independent Branding Pioneers identity study; it is not a commissioned client project. Visual mockups are AI-assisted; this document defines the editable identity system. Edition 1.0 / October 2026.