Will Whiting
Design Director, Founder, Designer
In their own words
The starting point wasn’t a logo, it was an idea.
We felt Brightfield’s strength wasn’t speculative intelligence; it was intelligence backed by evidence.
Our design approach was guided by the need to balance prestige with approachability – creating a system that feels authoritative yet inspiring.
Its chunky ink traps within the Native letterforms reflected the notches in our icon.
It meant that the intersect was always present in the application, but didn’t feel repetitive or overused.
Articles & interviews3
- Justified Studio rebrands Brightfield around evidence-backed AI intelligence
Justified Studio rebranded Brightfield, an AI-driven workforce intelligence platform, around the concept of 'Proven Intelligence.' The new identity replaces generic AI visuals with a geometric, structured system that emphasizes credibility and clarity. The rebrand includes a new logo, website, and visual language designed to reflect Brightfield’s evidence-based approach and technological authority.
- Justified Studio Rebrands Earthshot Prize to Inspire Global Action
The Brand Identity features Justified Studio’s rebrand for The Earthshot Prize, a global environmental award founded by Prince William. The new identity centers on a dynamic globe motif and motion system symbolizing collective action, paired with GT America typography for clarity and flexibility. The design balances prestige and accessibility, ensuring the Prize’s mission and winners remain the focus.
- "Justified Studio Designs Bold Identity for Crypto-Insurer Native"