Fieldbox
Bold branding and interactive design for industrial AI
Bold branding and interactive design for industrial AI
Industrial AI platform helping operators scale data and AI operations across complex environments. Led creative direction from brand to product, defining the visual language that unified external story with internal tools. Repositioned Fieldbox from traditional engineering supplier to AI-first category leader whilst maintaining credibility in heavy industry.
Industrial AI platform helping operators scale data and AI operations across complex environments. Led creative direction from brand to product, defining the visual language that unified external story with internal tools. Repositioned Fieldbox from traditional engineering supplier to AI-first category leader whilst maintaining credibility in heavy industry.
Industrial AI platform helping operators scale data and AI operations across complex environments. Led creative direction from brand to product, defining the visual language that unified external story with internal tools. Repositioned Fieldbox from traditional engineering supplier to AI-first category leader whilst maintaining credibility in heavy industry.
Looking like the wrong category
Looking like the wrong category
Fieldbox is an industrial AI specialist. Their previous digital presence made them look like a traditional engineering supplier rather than a forward-looking AI partner.
Fieldbox is an industrial AI specialist. Their previous digital presence made them look like a traditional engineering supplier rather than a forward-looking AI partner.
The project was a full identity pivot. Led art direction for a new website experience that repositioned Fieldbox as an elegant, AI-first category leader. Whilst still reflecting the robustness expected in industrial environments. A delicate balance.
The project was a full identity pivot. Led art direction for a new website experience that repositioned Fieldbox as an elegant, AI-first category leader. Whilst still reflecting the robustness expected in industrial environments. A delicate balance.
Generic industrial cues
Generic industrial cues
Working closely with the leadership team, explored how Fieldbox described its work versus how it appeared online. The gap was clear.
Working closely with the leadership team, explored how Fieldbox described its work versus how it appeared online. The gap was clear.
The old site leaned heavily on generic industrial cues, which underplayed the company's expertise in data and AI. Made the experience feel dense and transactional. Without a strong visual direction, content and navigation felt disconnected. This made it harder for prospects to see the breadth of what Fieldbox could actually deliver.
The old site leaned heavily on generic industrial cues, which underplayed the company's expertise in data and AI. Made the experience feel dense and transactional. Without a strong visual direction, content and navigation felt disconnected. This made it harder for prospects to see the breadth of what Fieldbox could actually deliver.
Legacy website showing traditional industrial aesthetic
Brand foundation including mission, vision, values, typography, and colour palette
Balancing trust and ambition
Balancing trust and ambition
The key challenge was looking credible to industrial partners whilst feeling modern as an AI company. Many of Fieldbox's partners operate in demanding physical environments and value reliability and rigour.
The key challenge was looking credible to industrial partners whilst feeling modern as an AI company. Many of Fieldbox's partners operate in demanding physical environments and value reliability and rigour.
The brand couldn't drift into something overly abstract or lab-like. At the same time, it needed to feel more modern and aspirational to speak to decision-makers, investors, and digital leaders selecting long-term AI partners.
The brand couldn't drift into something overly abstract or lab-like. At the same time, it needed to feel more modern and aspirational to speak to decision-makers, investors, and digital leaders selecting long-term AI partners.
Premium intelligence
Premium intelligence
Defined a creative direction centred on premium intelligence rather than traditional industrial imagery.
Defined a creative direction centred on premium intelligence rather than traditional industrial imagery.
Moved away from expected blues and heavy blocks towards a deeper, more nuanced palette that could signal technical depth without feeling cold. Paired this with clean typography, generous spacing, and a clear grid to make complex AI narratives easier to read. Used layout to give case studies and capabilities room to breathe. The result was a system that could present detailed technical content in a way that still felt curated and high-end.
Moved away from expected blues and heavy blocks towards a deeper, more nuanced palette that could signal technical depth without feeling cold. Paired this with clean typography, generous spacing, and a clear grid to make complex AI narratives easier to read. Used layout to give case studies and capabilities room to breathe. The result was a system that could present detailed technical content in a way that still felt curated and high-end.
Marketing website with landing pages, company information, and support resources
Brand system applied across marketing website and product
Repositioned as AI leader
Repositioned as AI leader
This wasn't just a facelift. The redesign repositioned Fieldbox from functional vendor to distinctive AI leader within industrial markets.
This wasn't just a facelift. The redesign repositioned Fieldbox from functional vendor to distinctive AI leader within industrial markets.
By giving the brand a sharper, more coherent visual language, the new site better reflected the sophistication of its work in data and AI. Made its offer easier to grasp for senior stakeholders. Provided a clear creative framework that the internal team could extend across other touchpoints, keeping the brand consistent as the company grows.
By giving the brand a sharper, more coherent visual language, the new site better reflected the sophistication of its work in data and AI. Made its offer easier to grasp for senior stakeholders. Provided a clear creative framework that the internal team could extend across other touchpoints, keeping the brand consistent as the company grows.
Responsive layouts adapting content across devices
Acknowledgments
Acknowledgments
This project was a collaborative effort
This project was a collaborative effort
Special thanks to Sarah Tnaoui and Laura Lauret Millazo.
Special thanks to Sarah Tnaoui and Laura Lauret Millazo.