fivebyseven is a record label run by music industry professionals and students at The Sheffield College. Named after Sheffield’s five rivers and seven hills, the record label serves as a launchpad for emerging talent within the city. Field developed a brand identity that could work both internally for the college, and externally for any promotional work, gigs and marketing.

Field anchored the brand to it’s home of Sheffield – both the natural surroundings and urban landscape became key visual influences, and the contrast of the two settings fed into the colour palette. For the everyday uses of the brand, such as brand awareness, we used earthy green and natural tones, and for the ‘after hours’ and clublife assets we used a much more vivid palette of blacks, shocking pinks, purples, and deep blues.

The contrast of thick and thin in the typographic marque of FH Giselle Medium is reminiscent of the shapes of the Peak District's topography. This contrast is then further applied through the brand's gradient blur library. These are suggestive of the way sound waves form, then travel and impact the environments around them. These forms are used both at scale and cropped; to subtly represent the many arrangements and pitches of sound.