Moving from DTC darling to an omnichannel microbiome pioneer

Seed began as a beloved, high-science startup with proven efficacy—and ambitions beyond DTC. Over time, the very signals that built early equity ossified into scaling constraints; “science-backed” became commodity language, and the pandemic reset expectations for proof, empathy, and access. The mandate: return to first principles, rearticulate position and identity, and install a vision capable of credibly extending into new health domains, SKUs, and audiences.

In a saturated market, facts alone don’t differentiate—translation, momentum, and a credible human stance do. We repositioned Seed from expert product to pioneer of the “power within,” then brought it to life with an operating system that scales across categories, channels and new SKUs.

We brought the positioning to life as a modular identity system: a redrawn logo optimized for top-of-funnel recognition; human-forward imagery that lets people see themselves in the brand; and a completely bespoke typeface that blends approachability with scientific precision. Anatomical renderings and illustration libraries translate complex mechanisms for mass audiences, while a motion grammar keyed to real bacterial growth rates anchors behavior. All elements slot into templates, toolkits, and pipelines for efficient, consistent expression across channels.

Packaging had become a patchwork, built product-by-product and channel-by-channel, creating inefficiency and a fractured brand. We re-architected it as a single, scalable omnichannel system that signals the brand’s next evolution: elevated design, stronger on-shelf presence, and a refined DTC unboxing—extensible to future SKUs and new health areas. Codified standards and modular components now deliver consistency and flexibility across channels while improving operational efficiency and driving meaningful cost and resource savings.

Opened TV (linear + CTV) as a growth channel by building a modular DRTV system that paired artful, on-brand testimonials with direct-response variants. Over 18 months we produced 30+ spots, diversified formats and dayparts, and tied measurement to both e-comm and retail. The program introduced Seed to net-new audiences, accelerated retail sell-through, and lowered blended CAC.

Seed’s Times Square billboard has become a deliberate lab—culturally tuned stunts and quiet interludes surface a different dimension of the brand. We use the canvas to prototype narrative, motion, and typography at city scale, then roll proven elements into product, social, and retail. The work toggles between play and restraint: moments that slow the street, invitations to curiosity, and rigorous claims. The throughline holds: creativity isn’t decoration for our science; it’s how we make it legible.

We treat special projects as brand R&D—precise interventions that keep Seed sharp, newsworthy, and unmistakably scientific. We sold a coffee-table book to Hachette, designed a limited fragrance from fecal metabolites, and composed meditative soundscapes from real gut microbiome data—each translating rigorous research into cultural objects.