Source
Making an AI company make sense to tomato growers.
How do you make an AI company make sense to someone who grows tomatoes for a living? That was the real brief behind the redesign of Source.ag’s marketing site, which I led at Super Interactive: strategy, content structure, and the design system it still runs on. Source builds AI tools for greenhouse growers worldwide; the old site reflected neither the scale nor the clarity of that mission.
Role
Design Lead, at Super Interactive
launch
2023
Scope
Strategy, UX/UI, Design System
Scale
Complete AI-implementation
Live
The Challenge
Source sits between two worlds that read the same page differently. Growers want to know what the tools do for their crop, in their language, without the AI theatre. Investors and talent want the ambition: feeding the world more sustainably, at scale. And the product itself resists being shown. It’s an ecosystem of connected tools rather than one interface you can screenshot, which makes the most basic question of a marketing site, what am I looking at, the hardest one to answer.
The Design
A story before a product.
The homepage opens with the mission — how Source helps growers feed the world more sustainably — and earns the technical detail later. Leading with the ecosystem's complexity was the obvious route and the wrong one; nobody buys what they don't recognise.
The 2023 homepage.
One site, three audiences.
Growers, investors and partners each get a route through the same content: product sections, plant-level insights, customer impact, team culture. One structure, in which every section knows which of its readers it serves first.
The suite as one diagram: Track, Cultivate, Control, and how they connect.
Calm where the subject is complex.
Restrained colour, large readable type, generous whitespace, and animation that supports the content instead of performing next to it. The more layered the product story, the quieter the design has to hold it.
Outcomes in grower language: yield, costs, strategy.
A system built to outlive the launch.
A flexible component system lets Source extend the site as the product suite evolves. It did: the 2.0 update in 2025 was built on the same foundations.
The 2025 update. New grid, lighter page.
Where it stands now
Two years, one update, same system.
Live since 2023, updated to 2.0 in 2025 without touching the foundations. The measure I care about most is a quiet one: Source’s own team has been adding pages, products and stories to it for two years, and the site still looks like it was designed on purpose.
Contact
Want to ship products together?
I'm looking for a team where design doesn't stop at handoff. If that sounds like yours, I'd like to hear about it.
Send me a message at martijnruitenbeek@gmail.com
Find me on LinkedIn