Branding a Business That Outgrew Itself

Urchinomics turns an ecological problem (sea urchins destroying kelp forests) into a high-value food product, restoring marine ecosystems in the process. But the brand hadn't kept up with the pace the business was scaling at. Earthy tones and an "eco warrior" look that made sense in the early days now undersold a company scaling fast and needing to be taken seriously commercially and gain large institutional investor interest.

I led the rebrand, then rebuilt the website around personas and user journeys I mapped myself, guiding scientists, investors, and commercial partners to the information each of them actually needed. Interactive maps show exactly where urchin barrens are being restored, turning a complex, abstract process into something users can see, understand and invest in.