The challenge was to close the gap between the power of the product and the perception of the brand. I helped reposition SOURCE’s visual identity to better reflect its human impact — moving the narrative from engineering to empathy. That meant evolving the tone, palette, typography and image direction to focus more on people, stories, and the environments SOURCE was changing. I introduced a broader visual system across print and digital, designing a full UI toolkit for social media, setting direction for lifestyle and reportage photography, and rolling out new compositions that felt grounded, natural and editorial in tone.
