Bold New Brand and Website for AI Creative Canvas

Design and technology studio View Source has designed a bold new brand and website for Melius, the creative canvas for AI agents. The View Source team shaped the strategy and identity, bringing it to life through 3D, motion, and a highly interactive digital experience that feels energetic and built for what's next.

Craft over speed

"There is something admirable about a generative AI company that places equal emphasis on craftsmanship and process. Melius never asked our team to move fast; they asked us to get it right,” says Andrew Rutledge, Partner, Design at View Source.

The founders of Melius were deliberate about avoiding "faux complex graphics that don't really mean anything," says Rutledge. Every brand element needed to earn its place, so the team designed each piece of the experience with purpose and meaning: the "M" became a window into an asset, the physical token evolved into the currency of Melius' pricing page, a custom type cursor gives the interface its own signature, and serif typography serves as a nod to the human hand.

Building a highly engaging website

Guided by Melius, View Source steered away from the conventions of a “beautiful studio site” and toward an experience that would feel unmistakably rooted in AI, without relying on the language of AI itself. View Source embarked on a series of highly experimental WebGL prototypes, beginning in Figma magic and bringing its motion and UI design teams together as a single creative unit.

The result is a highly interactive digital experience, with an immersive canvas taking center stage on the homepage, followed by a dynamic showcase of real workflows spanning advertising, e-commerce, filmmaking, fashion and branding. Each workflow assembles node by node, with every asset identified by the model that created it, giving visitors a direct view into how the technology translates into practical creative work.

As the team transitioned from brand development to UI design, View Source also developed a suite of proprietary tools to streamline key aspects of the creative workflow. One such tool enables the team to extract a gradient ramp directly from any image, allowing designers to quickly adapt and refine gradients for production. This gives a faster, more efficient process for translating visual inspiration into production-ready design assets.

Navigating strategic pivot

Originally positioned as “the agent operating system for performance marketing”, Melius pivoted midway through strategy to move away from marketing execution and focus instead on enabling agents to build visual assets: one platform, every creative outcome. View Source carried Melius through this strategic turn, crafting a tailored strategy, a brand identity built by hand, content production made on Melius itself, and the design and development of the highly interactive Melius site.

"The company we started with wasn't the company we launched,” says Rutledge. "Repositioning from a martech solution to horizontal creative platform mid-engagement meant strategy had to anchor on belief and principles, not features.”

The use of generative AI

Generative AI played two deliberate roles only in the work. First, for content production and ideation. Melius wanted View Source to honestly demonstrate how a creative could use the platform in practice. With unlimited access to the tools, the team produced real films and imagery directly on the platform.

Second, to create the ethereal device mockup imagery, designed as an intentionally strange and uncanny parallel to the conventional product mockup. "If there was ever a project to go deep on that, it's this one,” says Rutledge.

Melius is now live at https://www.melius.com/.

About View Source
View Source is a Brooklyn-based design and technology studio building scalable brand systems with clarity, taste, and traction. It works with fast-moving brands to shape identities, launch campaigns, and build high-performance digital platforms. Operating globally across Brooklyn, Paris, and Taipei, View Source combines digital performance and human soul to build brands from idea to execution. The studio has partnered with ambitious startups and legacy icons like Bandit Running, Cadence, Aura Bora, Bragg, and Pantone. Across sectors from sports to wellness, tech, and cultural institutions, View Source create experiences that alter perception, incite wonder, and create a valuable connection between people and organizations. Visit view-source.com for more.