Year 2025
Role Designer
Studio Freelance
Client Scoup
Scoup is an Ontario-based wellness startup developing a mineral-rich seaweed broth. I was asked to create the brand from the ground up, developing a complete identity system ahead of launch.
Working closely with the founders, I developed the strategy, visual identity, illustration style, packaging, motion and brand guidelines, positioning Scoup as a bold, ocean-powered alternative to conventional wellness brands. We also explored AI as part of the creative process, using it to create fictional archival photography and video inspired by maritime history. These assets helped build the brand’s storytelling, while AI-generated concepts were refined into a consistent illustration style for use across the identity.
I suggested creating a fictional archive to help tell Scoup’s story. As a new startup entering the wellness market, the brand had no heritage of its own, so we explored the idea of creating one. After discussing the concept with the founders, we agreed to use AI as part of the creative process to build an imagined maritime history around the brand.
I art directed a series of archive photographs and films that portrayed Scoup as though it had been part of everyday life at sea for generations. The fictional archive became an extension of the brand identity, giving the startup a distinctive visual history before launch.
