In their own words
The idea of making your mark is something that every person that interacts with the brand has the opportunity to do.
We set out to create an identity that complimented the art, rather than fought with it for attention.
Articles & interviews
- Field of Play’s identity for Puresport communicates its benefits in wellness and performance
Field of Play created a refreshed brand identity for Puresport, a wellness and performance brand founded by former rugby player Grayson Hart. The new identity uses geometric patterns inspired by running tracks, a muted color palette, and a sophisticated pairing of Tiempos and Gerstner-Programm typefaces to balance wellness and performance. The packaging features a sleek reveal box developed in collaboration with McCarthy Studio and photographer Kirsty Dawn.
- McCarthy’s identity system for the Arts Foundation allows space for artists to make their mark
Christchurch-based studio McCarthy developed a new identity system for the Arts Foundation of New Zealand, retaining its original calligraphic logo by Sarah Maxey while introducing a refined typographic and color system. The rebrand emphasizes the concept of 'making your mark,' balancing simplicity and flexibility across sub-brands and campaigns such as 'Art Is:'.