Experience design studio

The source of a healthier tomorrow

Source.ag

Wonderland
Summary of services
  • Branding
  • Digital Design
  • Art direction
  • Motion design
  • Development

Rethinking our global food system

Source.ag is on a mission to accelerate the global transition to sustainable agriculture through its AI-powered greenhouses. They do this by empowering growers to produce on more hectares in a more efficient manner through their pioneering AI technology. Through their work, Source is making greenhouse agriculture more accessible, profitable, and globally scalable. Furthermore, Source.ag is empowering growers to increase their production of fruit and vegetables while using fewer resources, operating in a more carbon-neutral manner, and removing the need for harmful chemicals.

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The brief

An AgriTech startup, Source came to us in need of a brand update and a new website. It was essential to evolve and modernise their branding in preparation for taking the company public. The websites main goal was to inform on their mission and to attract new talent to join their growing team.

 

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Building a technology first brand

For Source's new brand, we created a logo formed from two oval forms, representing the culmination of the two AI systems that power their greenhouses. The core colours are off-white and black, which are reinforced by an additional eight colours that have been drawn from some of the key elements needed for plant growth: light, water, soil, and photosynthesis.

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The micro & macro principle

The imagery we have curated for Source conveys the AI-led nature of the process through MRI vegetable scans, showing the inner visual layers alluding to the data-driven analytical process. The MRI scans of vegetables also reflect the micro and macro approach Source.ag has taken to the whole project. Starting with smaller changes such as adjusting greenhouse conditions, measuring crop states, and altering temperature and humidity, the Source Artificial Grower learns, develops, and evolves to exponentially transform the overall outcome. By starting small, Source.ag was able to create a better and more efficient food system for the world to come, and we wanted to capture this through the juxtaposition of macro and micro imagery.

The website has been built on a 'behind the scenes' grid system, with clear lines to represent the scale of Source's mission, and to mimic the linear grids that can be seen when photographing greenhouses from above.

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After the launch

Source are now set with their new visual identity and website to be the brand that they aspire to be. We hope that this stage is just the beginning of our collaboration with Source, with discussions already in place to direct their own photography, create analytical illustrations of the AI and greenhouses.
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