Scout is a blockchain data platform that enables Ethereum protocol teams to create dashboards and visualize on-chain data. Under After renamed the company from Supermax and developed a mascot-driven brand identity featuring Scout, a dog character positioned as a friendly data scientist and explorer.
Scout Blockchain Data Explorer Brand Identity and Naming
Scout is a blockchain data platform that enables Ethereum protocol teams to create dashboards and visualize on-chain data. The platform aggregates transactions and network states into accessible block explorer interfaces.
Founder Kuan Huang previously built Poncho, a weather service that used mascot branding to differentiate from utilitarian competitors. After Under After created the Poncho brand identity, Kuan approached the studio to develop a similar character-driven strategy for Scout's blockchain data platform.
“I really enjoyed working with Mark to create the Scout brand. We're very happy with the result. Our new name and visual identity is playful and unique–exactly what we wanted. I strongly recommend Mark!”
Blockchain Product Naming Strategy
Under After renamed the company from Supermax to Scout and developed a mascot-driven brand identity. The name connects directly to the product function: scouts observe and search, matching a platform that helps Ethereum teams explore blockchain data. The studio proposed multiple naming options that aligned with brand attributes before the team selected Scout.
Mascot Character Design
Under After developed Scout's character as a friendly, optimistic data scientist. The mascot's personality makes complex blockchain data more accessible while maintaining technical credibility with protocol teams.
Brand Narrative Development
Under After expanded the character system with backstory and narrative illustrations. The studio positioned Scout as a 1960s NASA scientist and astronaut, connecting the mascot's explorer persona to historical research and discovery themes.
Brand Guidelines and Visual System
Product Interface Design
Client team: Kuan Huang (Co-Founder), Chunxi Jiang (Co-Founder), Erin Yang (Product Design)