Ask: take Source Coders, a recruiting company, and evolve it into a brand with more humanity, clarity, and long-term impact. The goal was to create a full logo, name, and identity system that could speak to both internal culture and external audiences, standing out in a crowded tech landscape.

Source Coders became Vocator with an entirely new brand.

My Process

• Internal Discovery

  • Designed and distributed a brand questionnaire to capture mission, values, voice, and audience from the team.

  • Held follow-up conversations to dig deeper into nuance and align on what the brand should preserve and what it should leave behind.

• External Research

  • Conducted a full competitor audit, studying visual identities, logos, palettes, typography, and messaging.

  • Identified where the market leaned too cold, corporate, or impersonal.

  • Mapped out opportunities for Vocator to stand out as more human, confident, and distinct.

• Design Exploration

  • Sketched and prototyped multiple directions, always checking them against the research and brand story.

  • Tested each option against three criteria: Does it reflect the team’s story? Does it stand apart in the market? Can it scale long-term?

  • Explored type, form, and color systems that could balance authority with warmth.

• Synthesis and System

  • Refined the strongest direction into a flexible identity system.

  • Pulled forward the “Human Atlas” foundation and blended it with hints of “New Nature” for a more organic, approachable feel.

  • Delivered a logo, palette, and typography system designed to scale across digital, print, and future brand touchpoints.