Case Study — KELLY TOKAS ©

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Fieldbox

Identity · Web

At Fieldbox, I led a comprehensive brand and website redesign, transforming the entire experience from first impression through to the core product. The platform empowers industrial organisations to deploy AI and data operations at scale, optimising their most complex manufacturing and operational processes.

Problem

This project was about a complete identity pivot. Fieldbox is a specialist in industrial AI, but their digital presence felt like a traditional, heavy engineering firm rather than an AI pioneer. I led the Art Direction for their website redesign, transforming the brand into an elegant, AI-first category leader that balances technical authority with a premium, modern aesthetic.

Previous design direction

Research

Working closely with the leadership team, I noticed a clear gap between what the company did and how it looked. The old website felt like a heavy industrial tool rather than a modern AI innovator. These dated visuals made Fieldbox look like a basic supplier instead of a high-tech leader, and without a strong visual direction, the entire user experience felt disjointed

A completely reimagined visual identity: The new brand captures the company's professional quality, speed, and global reach

Defining a strong core was essential in creating an aligned and cohesive experience. Mission, vision, and values, competitive analysis, typography, color palette, logo, and more are all rooted in the same foundational values.

Challenges

The main hurdle was Industrial Credibility. I had to find a way to make the brand look elegant and modern without alienating the boots-on-the-ground engineering partners who value rugged reliability. I needed to bridge the gap between deep-tech sophistication and a breathable, high-end user experience that would attract enterprise decision-makers and investors.

The marketing website includes both unique and templatised landing pages, company information, support resources, and more

The updated branding is carried across the full user journey, including product

Key Solutions

I established a creative strategy that focused on premium intelligence rather than standard industrial clichés. To achieve this, I swapped the generic blue for a deep, premium colour palette to highlight the advanced technology. I also used clean typography and spacing to make complex AI ideas easier to understand, whilst introducing a breathable, grid-based system to neatly organise heavy technical data.

The flow was tested and refined to optimise the UX and conversions

Responsive layouts make it easy to find all of the quote information across devices

Impact

This wasn't just a facelift; it was a market repositioning. By defining a clear creative vision, I enabled the team to build a platform that doesn't just list features, but proves Fieldbox’s status as an innovator. We successfully moved the brand from being an outdated vendor to a sophisticated AI leader, creating a digital presence that stands out in a crowded, noisy industrial market.