The Fieldhouse

Project Scope: Brand Launch (Branding + Web Design/Build)

Industry: Non-Profit Organization

Completion Date: 02.2026

Team: Delalonde Studio

Branding + web design for The Fieldhouse, a non-profit based in Minnesota. For this project we develop the organization’s complete brand identity, including their positioning, tone, personality and a visual identity along with a custom built website.

The Fieldhouse is on a mission to solve a big problem with a simple solution, saving produce too odd for the shelves and redistributing it to their neighbours in need. They believe that in hard times we must always look for the helpers and now with their playful branding, the helpers are much easier to spot!

Step One: Define

Meet the fieldhouse

The Fieldhouse is a registered not-for-profit based in Minnesota. They rescue produce too odd for the shelves but just right for dinner and reroute it to their neighbours in need. Operating like a bookmobile for food, their fleet delivers foundational, nourishing produce through local distribution sites.

Step two: strategy

Industry research + concepts

Before diving into the brand’s design, we conducted industry research, identified key stakeholders and established goals to guide the project.

The ultimate objective was to translate The Fieldhouse’s story into a visual identity and brand personality that felt light, approachable, and intentionally non-corporate. As a grassroots organization, our priority was to create a brand that was inclusive and grounded in the belief that providing access to fresh food while reducing unnecessary waste is a simple and obvious path to a healthier, happier community.

Positioning:

Key Terms:

Approachable, educational, playful, youthful + witty

brand moments:

A set of quick illustrations, or “brand vignettes” that study how The Fieldhouse will show up in everyday moments. These sketches allow us to visualize how the brand is experienced to begin exploring the tone, personality and assets to develop down the line.

From here, we discovered three through-line motifs; freshness, mobility and community. These became the foundation for the visual identity.

Moodboard + sketches:

The moodboard set the tone for the brand’s visual style whereas the initial logo sketches explored various expressions for The Fieldhouse’s branding. Here we tested different ways of communicating the core motifs through graphic form, iconography and typography.

Step three: design

brand identity development

For The Fieldhouse’s brand identity, we worked collaboratively to design the brand across all fronts, from their visual identity to the brand’s written communications. The visual identity includes a complete logo suite, selected typefaces, colour palette and custom illustrated icons configured into a brand pattern.

One icon - three meanings

Suppliers

The growers, grocers, and food suppliers who give excess fresh produce a second chance through their donations.

Local Hosts

From farms to parking lots to congregations, hosts provide welcoming places where food can land and people can gather.

Neighbours

The people at the heart of the mission. Neighbours show up, share stories, and bring these boxes to life in their kitchens and homes.

Brand Personality

APPROACHABLE
"Too much good food gets tossed for the wrong reasons. We make sure it ends up in the right hands."

EDUCATIONAL
"When grocery stores have extra produce they can’t sell, we pick it up and move it to families who can use it."

PLAYFUL
"Crooked carrots just have more character."

YOUTHFUL
"We’re rolling through the neighborhood with fresh produce, we’ll see you at 112 Elmer Road!"

WITTY
"Too odd for the store shelves. Just right for dinner."

Step four: Brand Rollout

web design + build

To help The Fieldhouse hit the ground running, we designed and built their website. The design, copy and narrative continues to develop the brand’s identity through content that balances playfulness with ease of navigation. The site includes an interactive calendar, donation integrations and contact forms for various stakeholders.

The live site can be accessed here.