Announcements
Meet the new Jefield
A new J, a new voice and one design system for everything. Here's why we stopped designing screens and built a brand first.
For a month we designed screens. New homes, new boards, new menus, one on top of the other. Every round looked a little better and felt a little more lost. The problem wasn't any one screen. We hadn't decided who Jefield is.
So we stopped, and did it in the right order: what the product is, then the brand, then the design system, then the website, then the app.
What Jefield is
A creative workspace where everything you make is kept, and remembers where it came from, and where you, other people and, soon, AI make things together. Everything below comes from that.
The J
The new mark is a J drawn as one continuous gesture: a stroke that starts high and lands softly, with a small lobe tucked behind it. We call the color version the Flow, and it moves from blue to lilac like light through a window. The one-color version, the Balance, is the same J in two pieces with a hairline gap between them.
A voice that sounds like a person
Inside the app our voice gets quieter. Buttons say what happens ("Save as copy", never "Submit"). Errors say what to do next. Empty screens are invitations.
One source for everything
The brand book turned into a design system: two looks called Night and Paper, the Flow, three typefaces, and the parts every screen is made of. This website was the first thing built from it, and the app followed: every screen of it was redrawn from the system.