We were thrilled to partner with their founder, Jonathan, from the very beginning—starting with the name of the organization. After hearing him express how effective analogies can be when first coming alongside a person in a counseling setting, we crafted the brand around the concept of fieldstones: obstacles routinely encountered by farmers cultivating their soil, but which take on a new and constructive form when collected and used to build strong homes. Fieldstones are common, naturally occurring, and in some cases might require help from other people to move. But they can be used for good.
Fieldstone Counseling’s emphasis on clinically informed practice from a faith-based perspective meant that their newly established brand voice needed to speak to early supporters and counselees as credible, compassionate, and welcoming. We designed an identity system that uses crisp and refined typography in turn with soft, organic texture to convey these nuances.
Freight Neo is the only typeface used throughout the brand identity—as a classic humanist sans-serif, it features a distinct contrast of thick and thin strokes as they might appear if engraved or chiseled into stone by hand.
As a complement to the mark and typography’s sharpness, soft textures from acrylic and watercolor paints were applied to a system of stacked pieces alluding to fieldstone construction.