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 of their next funding round. The websites main goal was to inform on their mission and to attract new talent to join their growing team.

 

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.

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.