Growing a startup brand into a market leader
SourceWhale is an AI-powered recruitment platform helping teams build stronger candidate relationships through personalised, automated outreach at scale.
SourceWhale had reached an inflection point. The product was maturing, the team was growing, and the business was establishing itself as a leader in AI-powered recruitment automation. Yet the brand hadn't evolved at the same pace.
The challenge wasn't to reinvent SourceWhale, but to sharpen it. Working across brand, web, product, and events, I helped build a more cohesive identity system that could scale with the business while retaining the personality that made the company distinctive.
WEBSITE DESIGN
ILLUSTRATION
BRANDING
art direction
design systems
YEAR
2025
Industry
B2B
Recruitment
Building trust through product visualisation
As the product matured, the visual language evolved alongside it. Abstract UI illustrations were replaced with richer, product-led compositions that showcased real workflows, helping prospective customers better understand the platform while building trust through greater authenticity.
Expanding a core brand asset
To support the brand's growing maturity, I reimagined SourceWhale's signature wave motif. By introducing subtle gradients, lighting, and layered movement, the pattern evolved from a simple graphic device into a more sophisticated visual asset that added depth, energy, and premium appeal across touchpoints.
Creating a new AI agent
Inspired by water planets, fluid motion, and SourceWhale's wave motif, I created a new AI agent that adds depth, personality, and a stronger visual presence to the product experience.
Every component was redesigned to reflect the new visual direction. By investing in a flexible, reusable design system, we created a stronger, more cohesive experience while enabling teams across the business to build new pages quickly and consistently at scale.
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