Andrew Rutledge
Creative Director · Founder
In their own words
If you’re building on the blockchain, you believe in the right to fully own your work wherever you take it.
Honestly, we were worried that we took it too far with the moonlit photosynthesis rabbit hole, and luckily they loved it enough to follow us down and out through it.
The feedback from the die-hard Moonbeam builders has been incredible.
We began thinking about how their product language – a system of cards ranking a property’s climate risk factor from zero to 10 could influence a custom number ‘1,’
Calming that anxiety comes through the reassurance of a greater understanding of what risks are at play in your life, wellbeing, property, etc… This knowledge influenced our process, guiding us with the north star of clarity.
Trust your talent and ensure that they are the right people for the work.
The first few years are beautiful chaos and require a lot of unspoken trust between everyone in the studio.
We try to make our studio space alive with energy and experimentation.
Articles & interviews
- "View Source Revamps Moonbeam Blockchain with Ethereal Identity"
View Source developed a new brand identity and UI for blockchain platform Moonbeam, embracing an ethereal concept inspired by 'moonlit photosynthesis.' The project combines AI-generated imagery, 3D animation by Studio Gamma, and a refined typographic system to create a distinctive, atmospheric digital experience. The rebrand moves away from typical web3 aesthetics, positioning Moonbeam as a mature and innovative platform.
- With a rebrand by View Source, First Street now defines America’s climate risk with greater clarity
New York-based studio View Source rebranded the First Street Foundation, a tech non-profit that provides climate risk data for U.S. properties. The refreshed identity centers on clarity and accessibility, featuring a custom logo inspired by the organization’s data system, a utilitarian typographic palette, and a color scheme derived from its Risk Factor product. The rebrand uses modular design and 3D illustrations to communicate complex environmental information with authority and calmness.
- “The first few years are beautiful chaos.” View Source on the realities of building a design agency
The Brand Identity interviews View Source co-founder Andrew Rutledge about the studio’s evolution from a digital-focused team to a full-service creative agency. Rutledge discusses the challenges of building a small studio, the importance of trust and senior talent, and highlights projects such as Bandit and Pantone Connect. The conversation explores View Source’s dual presence in Brooklyn and Taiwan, their collaborative culture, and their approach to blending design, aesthetics, and code.