Identity Design · 2025
A brand the whole team could run
Fielder Outdoors
System-wide
Consistency
Yes
In-house assets
1
Guidelines
Overview
An identity system for an outdoor apparel maker that had outgrown its founder-drawn logo.
The challenge
Fielder had grown fast and their brand hadn't kept up — inconsistent across packaging, web, and stores, with no rules and no source of truth.
Our approach
We designed a complete identity system with a flexible mark, a durable type and colour palette, and a set of guidelines and templates the internal team could actually use day to day.
The outcome
A year on, everything Fielder makes still feels like one company. The team ships new packaging in-house without a designer, and brand consistency stopped being a weekly argument.
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