SALT case study · CREST Q2 2025

Hadl

AI diagnostics for aquaculture. A startup working with tech and detail that needed to be represented in their visual.

Starting point

“The current brain coral logo was created in 48 hours as a desperate measure for investor decks.”

Hadl needed enterprise-grade credibility fast: “A multi-billion dollar client recently requested their website” and all they had was a basic one-pager.

Hadl - Hawaii Meeting 1, 15 Jul 2025 - meeting notes

Discussion with the team

15 Jul
Founder explained the name origin - “Hadl means the deepest part of the ocean” - and selected foundational brand work (Package 1) over website/ad-creative packages.
Hawaii Meeting 1
16 Jul
Scope confirmed: pitch deck development prioritised over website work; LinkedIn assets added to scope.
Hawaii Meeting 2
21 Jul
Needed brand materials identified: mission, vision, core values, purpose, personal brand story.
Hawaii Meeting 3
12 Aug
Final dates set for delivery of all assets: draft 25 Aug, feedback 27 Aug, final 1 Sep.
Intro call

Chosen direction

“Hadl is named after the deepest part of the ocean, and the mark comes from looking at algae under a microscope. The layered shapes stand for biological complexity and the round form reads as a globe, so one small icon covers both the lab and the world their data reaches.”

Anandi, Creative Direction

“‘Making the Invisible Visible’ is a gentle nod to science of the tech. The idea is to tell a farmer or a feed company exactly what the product does, and then move into what the potential enables.”

Chevaun, Strategic Direction