Field
Scroll to find out more
Leadership through hope not fear
In late 2023, Global Progress came to Curative with an exciting project. They were creating a groundbreaking new political leadership programme and it needed a cohesive and creative brand name and visual identity that could communicate on a global scale.
The programme would be targeted towards supporting a select group of global political leaders who embody a certain style of political leadership – one that draws on the strength of kindness and empathy, and motivates through hope, not fear. The inaugural year-long programme would be led by former New Zealand Prime Minister Jacinda Ardern.


An alternative form of political leadership
Through discussion, we discovered that the new name and brand creative needed to concisely promote this alternative style of leadership with a singular idea, and it needed to hold the brand long-term (beyond the term of its high-profile inaugural mentor).
We also learned more about the kinds of future participants in the fellowship: those who don’t necessarily see themselves reflected in modern, mainstream notions of political leadership; those who are hopeful, optimistic and ambitious about the change they want to achieve, not simply advancing their own position; and those who are demonstrated consensus-builders, often seeking to ‘widen tents’ in order to get things done.
Ultimately, this programme was endeavouring to foster an alternative form of political leadership. It would draw leaders from many global territories who were united by a shared kaupapa: eschewing tactics that instil division and fear, towards strategies that build hope and optimism.



Introducing: Field
We investigated several strategic and thematic territories when it came to naming the fellowship, exploring ideas such as hope, community, and big-picture thinking. It was when we considered the way strong progressive leaders excel in lifting our gaze and expanding our collective field of vision that we found the programme’s name: Field.
When you’re a progressive leader you promote a field of possibility; as an empathetic leader you connect with a public through fieldwork; as a leader who is comfortable with broad perspectives, you widen the field and expand our field of reference.
There’s both a sense of expansiveness and a groundedness inside this name that connects strongly with the objectives of the fellowship. Field would become a homeground for visionary political leaders.
A broad depth of Field
The name provided rich territory for our brand aesthetic. The Field brand uses colour and refractions of light to create a visual language that feels both grounded and expansive. Although contemporary, the visual language holds a formality of composition and clean, clear typography that creates a reputable tonality.
Core to the brand is a seeping colour gradient that evokes a sense of light and movement. Although operating in this atmospheric space, the palette includes an earthy, burnt ochre and a deep twilight blue to add a contrasting weight to the lighter tones. Within the brand, solid fields of colour are used to balance out the large areas of blended colour.



Within the letterforms of Field we utilise five defined pillars. These pillars can act as a collective, a device that can open and create windows of space, or tighten to create defined compositions of clarity. Our pillars become the Field brand mark, defining the brand, giving structure and acting as a window to our vision for the future.


First Field
“Field is an incredibly humbling, and exciting project to be leading”. Jacinda Ardern commented upon the global launch of the inaugural fellowship in June 2024. The first cohort of European leaders came together in Lake Como in July.
Now the programme is in full swing, fellows are finding collective strength in gathering together and building practical tools that widen the field of possibility, help field broad perspectives, and expand our field of vision.
