Arcfield
A discreet identity system for a mission-critical U.S. defence and intelligence carve-out.
Industry
Defence & Intelligence
Role
Senior Designer
Agency
Siegel+Gale
Creative Director
Sophie Lutman
Scope
Logo, Brand World, Visual Identity System & Brand Implementation
Status
Finalised & Live
The challenge
Arcfield required a disciplined identity system to unify complex defence capabilities under a single, integrated architecture.
My Role
As Senior Designer, I authored the selected wordmark and developed the full visual identity system from strategic framework through to rollout and governance.
Strategic translation
Strategic principles translated into visual structure.
Selected exploration
Exploration across shortlisted naming territories before refining the selected direction.
Credit
Creative Director: Sophie Lutman
Brand Strategy: Siegel+Gale team
Logo, Visual Identity System & Guidelines: Mark Derbyshire
Identity system
A geometric wordmark anchored by a scalable arc device — engineered for clarity and control.
System architecture
The identity originates from a primary circular geometry. The arc, derived from this form, functions independently as a scalable framing device across applications.
Typographic & colour framework
Rounded geometry and calibrated hierarchy reinforce the arc language across every touchpoint.
Application & rollout
Developed into a complete identity toolkit across digital, internal, and environmental applications.
Governance
Formalised into a structured guideline to ensure long-term clarity and consistency.
Mark Derbyshire
+Design Director © 2026