Brand, 2026
Fieldnote
A new identity for a research notebook app, from naming to a type-led system.
Client
Fieldnote
Role
Brand identity
Duration
10 weeks
Services
Naming, Identity, Guidelines
The problem
Fieldnote had grown from a side project into a tool used by 40,000 researchers, but its look was still the template it launched with. Early users loved it; new ones could not tell it apart from a dozen note apps.
What we did
We started with the word. The team had been calling it Notes+, so we ran a naming sprint and kept Fieldnote, a name users already used in conversation. The identity builds on the grid of a field notebook: one typeface, one line weight and one signal colour.
The result
The system shipped in ten weeks, with a one-page guide the team could apply without us. Recall in the post-launch survey rose 38 percent, and the new app icon was recognised in a blind test by two thirds of existing users.
unaided recall in post-launch survey
to roll out across product and site
“They made us sound like ourselves. Six months later our own team still reaches for the guide first.”
Next project
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