Naming, mascot, and brand identity for a blockchain data explorer.2018

Blockchain data explorers competed primarily on technical features, with dense interfaces full of transaction hashes, contract addresses, and network statistics. For Ethereum protocol teams seeking accessible data visualization, most of these platforms looked identical, positioning themselves through feature lists rather than user experience or brand.

Founder Kuan Huang had previously built Poncho, a weather service that stood out from utilitarian competitors through mascot branding. After Under After created the Poncho identity, Kuan returned to develop a similar character-driven strategy for Scout. Under After renamed the company from Supermax and created a mascot-driven identity featuring a friendly dog character, positioning Scout as an accessible data explorer for protocol teams.

The name connects directly to the product function: scouts observe and search, matching a platform that helps Ethereum teams explore blockchain data. Under After proposed multiple naming options aligned with the brand attributes before the team selected Scout.

Under After developed Scout's character as a friendly, optimistic data scientist. The mascot's personality makes complex blockchain data more approachable while maintaining technical credibility with protocol teams.

Under After expanded the character system with backstory and narrative illustrations, positioning Scout as a 1960s NASA scientist and astronaut to connect the explorer persona to historical themes of research and discovery.