Fieldcraft
Websites and e-commerce systems for small businesses who want to run like serious operators.
MarkWordmarkColour systemGuidelines
Websites and e-commerce systems for small businesses who want to run like serious operators.
Fieldcraft builds websites and e-commerce systems for small businesses — the kind of client choosing between a templated site and an agency retainer sized for someone ten times their scale. Most of that work stays on-screen; occasionally the brief turns physical, and the same studio handles prototyping, engineering, and fabrication with the same rigor. Before launch, none of it had a mark to sit behind.
We built the wordmark, the icon, a six-token colour system, and the guidelines to run it consistently across a site, a dashboard, and print — the full identity, done once, ahead of the studio's own launch.
The icon is a surveyor's tripod — the instrument used to fix a reference point before anything gets built on top of it. It's the same idea as the name: fieldwork first, then the build. One shape, two jobs: full-colour icon at any size, and the base plate alone carries the accent colour so it still reads at favicon size.
One version per background — dark ground in cream, light ground in ink. No gradient versions, no recolours; the accent line under the wordmark is the only colour that moves.
Wordmark — dark ground
Wordmark — light ground
Icon — dark ground
Icon — light groundDelivered as a hero treatment option alongside the core system — the accent colour pushed through a halftone screen, for anywhere the mark needs to carry a full-bleed background without losing the palette.
