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2023

SOURCE®

SOURCE®

SOURCE®

Discipline

Brand Development

Sector

Water Technology

(Overview)

Working with SOURCE has been a deeply meaningful collaboration—not just because of the mission, but because of the chance to reshape how that mission is expressed to the world. SOURCE is founded by scientists, engineers, and changemakers who developed a radically innovative technology: hydropanels that create drinking water from sunlight and air. But when we first partnered, their brand felt overly technical—too focused on the how, rather than the why. My role was to help shift that perspective.

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—shifting the narrative from engineering to empathy. This involved evolving the tone, palette, typography, and image direction to focus more on people, stories, and the environments SOURCE was transforming. I introduced a broader visual system across print and digital, designed a comprehensive UI toolkit for social media, set the direction for lifestyle and reportage photography, and rolled out new compositions that feel grounded, natural, and editorial in tone.
My role went far beyond the front of the pack. I developed the full visual identity, from logo and colour palette to type styling, editorial design, packaging application, and a detailed set of brand guidelines. I also helped define the art direction for digital spaces, including the website and social media touchpoints, to ensure cohesion across the brand experience. For me, it was about building a brand with presence and purpose, one that would resonate across every moment of interaction.