Field of Play combine bespoke type with kinetic movement in their identity system for Nakatomi
Whangārei-based design and motion studio Field of Play have showcased their kinetic expertise in the identity for Nakatomi; an Australian technology innovation company working across strategy, product development, game development and experience design. In these four areas, Nakatomi have crafted multiple impactful projects within healthcare, charity, design and product. As a result of that, Nakatomi’s reputation gave Field of Play quite the standard to uphold; culminating in a proudly digital-first identity system that cinematically champions innovation through the limitless potential of its use of kinetic movement.
The energy and activity at the identity’s forefront are founded upon a line-based structural system – a strong visual cue that references a project’s timeline – as well as Field of Play’s typographic choices. Opting for Klim Type Foundry’s sans serif Söhne as the primary, pragmatic typeface, the studio also developed Nakatomi Display as the bespoke hero of the brand. Providing a distinctive typographic element to the kinetic side of the identity, Creative Director Elliot Stansfield PDINZ tells us that “the linework flows through letterforms,” discussing the creation of the custom typeface, “varying in thickness to eventually reveal the full silhouette of each form,” before allowing the letters to exit completely across its monospaced, technical construction.
“Nakatomi Display features harsh angles and a distinctly architectural nature,” Stansfield continues, noting its companionship with Klim’s premiere sans serif. “Söhne provides a welcome typographic contrast,” he adds, in terms of its functionality, due to its prolific character sets, variability and aesthetic construction. Together, the two typefaces capture a marriage of play and professionalism – a duality which is also expressed in the colour palette. “Nakatomi’s original identity featured neon pink against a fairly neutral palette,” Stansfield recalls, making the choice to update the pink hue, optimising it for a digital context. “We wanted the new brand to feel like a natural evolution,” he concludes, “and colour felt like an appropriate way to pay homage to the original.”