In their own words
We tried a bunch of different options, and at one stage were looking at developing our own typeface, but (we) threw this idea out after seeing Mindset – which was a perfect fit for the brand in our opinion.
This is an element that we see as being able to be continually experimented with and updated.
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 & interviews3
- 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 Redesigns All Right? With Friendly, Inclusive Mental Health Identity
Christchurch studio McCarthy redesigned the identity for All Right?, a New Zealand mental-health awareness campaigner that has grown from a local initiative into part of the national conversation. The flexible, inclusive identity combines the hand-rendered Mindset typeface with Moderat and a rigorously tested 20-colour palette, extending across campaigns, print, web, photography, motion and illustration.
- McCarthy’s identity system for the Arts Foundation allows space for artists to make their mark