Blockchain data platforms competed on technical features with dense interfaces that intimidated protocol teams. Under After renamed the company from Supermax to Scout and created a dog mascot-driven brand identity that made blockchain data exploration accessible.
Scout Blockchain Data Explorer Brand Identity and Naming
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 tools, these platforms are often very technical. Most blockchain data products looked identical, positioning themselves through feature lists rather than user experience or brand differentiation.
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 brand identity, Kuan approached the studio to develop a similar character-driven strategy for Scout, his blockchain data platform. Under After renamed the company from Supermax and created a mascot-driven brand identity featuring a friendly dog character, positioning Scout as an accessible data explorer that made complex blockchain information approachable for protocol teams.
“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
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)
