FP
Aqua
A plankton-sensor company chose a lighter ad-campaign package over a full rebrand - then went quiet for three months before a product illustration reappeared.
Starting point
“We deliver fully integrated, real-time, in situ monitoring systems for both zooplankton and phytoplankton, combining advanced AI analytics with automated, high-resolution image capture.”
SALT's own scoping note captured the client's stance plainly: “FP AQUA is happy with their branding and logo (very clean look and feel, very Scandinavian)... He wants the 3rd package and wants to get more leads.”
FP Aqua - SoW Running Doc, 16 Jul 2025 - running doc
Discussion with the team
- 16 Jul
“Jellyfish attacks can cause massive economic losses up to $50 million” - the industry problem FP Aqua's monitoring solves.
Hawaii Meeting 1
- 21 Jul
Client rejected a full style-guide proposal ($20–25k), opting instead for basic website development at roughly 10% of that budget - then chose Package 3 (advertising creative) over Package 1 (full identity).
Hawaii Meeting 2
- 21 Jul
Panel suggested positioning FP Aqua as a “Hardware Software” company, since the product spans both.
Hawaii Meeting 3
Chosen direction
With a full rebrand off the table, the deliverable narrowed to a single product-illustration set built around the PlanktonSensor V4 - reworked into three variants for different messaging angles (base hardware shot, data/chart overlay, sensor detail).
- Base illustration - 16 Oct
- Chart variant - 16 Oct
- Sensor variant + source file - 17 Oct
This work sits in a working files folder, not a labelled “final delivery” location - flagged below.
Final output
- Product illustration (base)PNG
- Product illustration (chart)PNG
- Product illustration (sensor)PNG
- Product illustration sourceAI
GroLink
A SALT case study · CREST Q2 2025.