Brand Overview
Guidelines for Fieldstone — dispatch software built for skilled trades crews
Fieldstone helps electricians, HVAC techs, and plumbing crews get their next job without digging through a group chat. The brand should feel like it was built by someone who's actually ridden in the truck — direct, sturdy, and never precious about itself.
Positioning
Fieldstone is the dispatch board for crews who'd rather be working than typing. Every screen is designed to be readable at arm's length, in gloves, in bad light. The brand mirrors that: no fuss, high contrast, built to survive a job site.
Brand Personality
Direct
Say the thing. No corporate softening, no buzzwords standing in for a real answer.
Sturdy
Built to hold up — visually and functionally. Nothing about the brand should feel fragile or trendy.
Earned
Confidence that comes from doing the work, not from claiming expertise. Show, don't tell.
Mark
The Fieldstone mark is a stamped arrow-into-a-plate — a nod to a rating plate bolted onto equipment. It should always sit on a solid, high-contrast field. Never stretch, rotate, or recolor it outside the approved palette.
Color System
Three working colors, stamped like rating plates, plus supporting neutrals
Amber does the heavy lifting — it's the color of a work light, and it's the only one that should ever draw the eye first. Rust and blueprint-blue are used sparingly, for alerts and information respectively.
Primary Palette
Full Scales
Auto-generated tint/shade scales for implementation — 50 (lightest) through 900 (darkest).
Typography
Stenciled display, technical body, mono for anything that's a number
Components
Buttons and cards, built for glove-thumb tap targets
Buttons
Do / Don't — Buttons
Do
- One amber primary action per screen
- Minimum 44px tap height
- Label buttons by the action taken
Don't
- Stack two amber buttons together
- Use rust for anything but a real alert
- Use vague labels like "Submit"
Voice & Tone
Write like a good dispatcher — clear, quick, no wasted words
Do
- "Job starts at 9. Parts are on the truck."
- Use trade-native terms: job, crew, dispatch, truck
- Get to the instruction first
Don't
- "We're excited to let you know your task has been scheduled!"
- Say "ticket" when the crew says "job"
- Bury the instruction under a greeting
Night Dispatch Mode
Dark theme for early-morning and after-hours crews
Token mapping
Same three working colors, higher-contrast neutrals for low-light screens.