WORK
Seed Rebrand
Role Design Lead
ExecutionDesign Direction
Credits
PartnersConcept Bureau, Research and Strategy
MOUTHWASH Studio, Identity Design
DCA Symphony, Design Strategy
Dinamo Typefaces, Type Design
Helix Animation, Anatomical Renders
Pedro Veneziano, Product CGI
Fictive Kin, Web Tokens
BLOND, Packaging
Seed TeamAra Katz, Cathrin Bowtell, Charles Fulford, David Klein, Anthony Bryant, Angela Choi, Spencer Elias,
Chris Gabriel, Young Sun Compton, Sean Horner, Mike Spagnoli, Patrick Castro, Courtney Hundelt,
Mimi Nguyen, Ben Grove, Caitlin Ganswindt, Jessica Auville, Ayla Lujan, Mackenzie Moore, Kat Kennedy, Mallory Mize, Lindsay Noll, Emma Castiglione, Jackson D. Tilley, Travis Spier, Kathryn LaBarbera,
Elaina Martino
Features TheBrandNewMouthwash Studios Seed LinkedIn
As Seed expanded beyond a DTC category leader, we needed an identity that could grow with us. One that could move into new products, new health areas, new spaces, and new cultural moments—without losing what has always defined Seed: deep scientific rigor, expressed with human clarity.
This work goes far beyond a refresh. It’s flexible, living, grounded in science, and designed to scale. Every element is informed by how life actually works. From a refined wordmark, inspired by Eames’ Powers of Ten, to a color palette rooted in Darwin-era taxonomy, to a bespoke typeface and motion language shaped by real microbial behavior.
Around this, we’ve built anatomical renders, iconography, illustrations, CGI, human-centered imagery—along with systems, templates, modules and components—to help you to see, feel, and awaken to the power of the microbiome.
Seed is a brand that does more than represent the science of the microbiome—it makes the invisible undeniable.
With Seed’s new brand identity, a refreshed email design system was created, one that was scalable, modular, and uniquely Seed. I led the design direction from defining the overall look and feel to building out a full design system on Figma.
Retention Design System
Email Modules
I codified Seed’s brand identity into a scalable ad design system, helping the team streamline production and maintain consistency across a growing range of campaigns. A brand mode framework was establish to have a clear goal where design
Ad Design System
Ad Design System
Goal: Drives Conversion / Design Prioritizes: Clarity, Call to Action
Goal: Communicate scientific intent / Design Prioritizes: Legibility, Precision
Goal: Seed through the lens of humans / Design Prioritizes: Human & Science Connection