Naming and brand identity for Scout—data insights for Ethereum blockchain protocols2018 · Services: Naming / Brand Identity / Design
Scout—formerly known as Supermax— enables Ethereum protocol teams to create dashboards and tables of their data on the blockchain. It's a user-friendly "block explorer" that aggregates transactions and states in the blockchain network.
When the company's founder, Kuan Huang, reached out to me about the project, I was excited to work with him again on a visual identity for his new endeavor. Kuan was also the founder of Poncho—a personalized weather service. When I worked with Kuan to create the Poncho brand, our strategy was to use a mascot to give the product personality to stand out from countless utilitarian weather apps.
Kuan hired me to rename the company and create a new visual identity infused with personality. We quickly aligned on the idea of a dog mascot for the brand. As part of the naming phase of the project, I proposed several options that would connect with the company's brand attributes and satisfy the criteria we defined. A scout is an observer and a searcher—an appropriate name for a product that hunts through blockchain data to help users find info they need.
After the team selected a name, I explored different design directions for the brand and visual identity. Shown is the final design direction. Scout is friendly, optimistic, and earnest. I imagined Scout as an experienced data scientist.
After we reached consensus on Scout's overall visual direction, I expanded Scout's world with additional backstory and illustrations—perhaps Scout was a scientist, researcher, and astronaut at NASA in the '60s?
- Brand Identity