A reimagine a brand identity and visual system for Melbourne artist and metal forger Lord Bloomfield.

A brand identity built for a modern audience with sentiment extracted from the past. Sam Bloomfield is a remarkably skilled metal forger and artist creating deep in the Central Highlands, he makes medieval-inspired armor under the name Lord Bloomfield. Formerly trained by armorer Stu Johnson, responsible for creating the armor for the Lord of the Rings trilogy, Lord Bloomfield assisted Stu with projects in his studio while learning the craft.

Over the years, Lord Bloomfield has become a skilled artist in his own right, where his work is celebrated in films and commercial galleries across Australia and New Zealand. In creating the Lord Bloomfield brand, Beth Gregory took a flexible approach to the typography and design system, which allows the work and its materials to be the brand's primary focus. Yet, the brand marks are bold enough to represent the brand on its credibility when necessary.

When designing the brand identity and its experience, it was important that the brand marks, logo, and supporting visuals represented the backstory of medieval and blackletter foundations; however, it became evident in the development stage that they needed to find contemporary solutions to create a brand relevant in today's modern culture.

The brand and the design systems can successfully work across premium upmarket commercial environments such as art galleries to more luxury commerce retail environments like eCommerce, where Sams product price points scale. The brand and design system is flexible to work across both print and digital environments. For example, either the material is the emphasis or the shield shape distinguishes and differentiates the brand i.e. the website reflects the metal textures or the shield shape becomes a distinct part of the design system.