Brand & Web Relaunch,
Brand & Web Relaunch,
Fieldbox
Fieldbox
SERIES A, 2M RAISED
INDUSTRIAL AI, DEEP TECH
SERIES A, 2M RAISED
INDUSTRIAL AI, DEEP TECH
Overview
This project was about a complete identity pivot. Fieldbox is a specialist in industrial AI, but their digital presence felt like a traditional, heavy engineering firm rather than an AI pioneer. I led the Art Direction for their website redesign, transforming the brand into an elegant, AI-first category leader that balances technical authority with a premium, modern aesthetic.
Research
Working with the leadership team, I identified a clear disconnect between what the company did and how it looked.
→ The legacy site felt like an old industrial tool rather than an AI innovator
→ Dated visuals made Fieldbox look like a basic supplier rather than a high-tech leader
→ Without a clear visual direction, the user experience felt disjointed
Challenges
The main hurdle was Industrial Credibility. I had to find a way to make the brand look elegant and modern without alienating the boots-on-the-ground engineering partners who value rugged reliability. I needed to bridge the gap between deep-tech sophistication and a breathable, high-end user experience that would attract enterprise decision-makers and investors.
Key Solutions
I established a creative strategy that prioritised High-Tier Intelligence over generic industrial tropes:
→ Swapped generic industrial blue for a deep, premium palette to signal high-tier tech
→ Used sophisticated typography and spacing to make complex AI concepts accessible
→ Introduced a breathable, grid-based system for high-density technical data
Impact
This wasn't just a facelift; it was a market repositioning. By defining a clear creative vision, I enabled the team to build a platform that doesn't just list features, but proves Fieldbox’s status as an innovator. We successfully moved the brand from being an outdated vendor to a sophisticated AI leader, creating a digital presence that stands out in a crowded, noisy industrial market.
Brand & Web Relaunch,
Brand & Web Relaunch,
Fieldbox
Fieldbox
SERIES A, 2M RAISED
INDUSTRIAL AI, DEEP TECH
SERIES A, 2M RAISED
INDUSTRIAL AI, DEEP TECH
Overview
This project was about a complete identity pivot. Fieldbox is a specialist in industrial AI, but their digital presence felt like a traditional, heavy engineering firm rather than an AI pioneer. I led the Art Direction for their website redesign, transforming the brand into an elegant, AI-first category leader that balances technical authority with a premium, modern aesthetic.
Research
Working with the leadership team, I identified a clear disconnect between what the company did and how it looked.
→ The legacy site felt like an old industrial tool rather than an AI innovator
→ Dated visuals made Fieldbox look like a basic supplier rather than a high-tech leader
→ Without a clear visual direction, the user experience felt disjointed
Challenges
The main hurdle was Industrial Credibility. I had to find a way to make the brand look elegant and modern without alienating the boots-on-the-ground engineering partners who value rugged reliability. I needed to bridge the gap between deep-tech sophistication and a breathable, high-end user experience that would attract enterprise decision-makers and investors.
Key Solutions
I established a creative strategy that prioritised High-Tier Intelligence over generic industrial tropes:
→ Swapped generic industrial blue for a deep, premium palette to signal high-tier tech
→ Used sophisticated typography and spacing to make complex AI concepts accessible
→ Introduced a breathable, grid-based system for high-density technical data
Impact
This wasn't just a facelift; it was a market repositioning. By defining a clear creative vision, I enabled the team to build a platform that doesn't just list features, but proves Fieldbox’s status as an innovator. We successfully moved the brand from being an outdated vendor to a sophisticated AI leader, creating a digital presence that stands out in a crowded, noisy industrial market.