Turning biometric fear into a visual experience.

Visual Identity · Creative Direction · Brand Guidelines · Brand Iconography

As CYNQ evolved into the parent brand, the consumer product took on a new identity: ScareScore.

Through ISBX, I led the creative direction for the brand and helped define the core visual concept of the product itself.

Founder and CEO Chris Anastas had the underlying idea: create a more objective way to measure audience fear using biometric data—something like Rotten Tomatoes, but driven by physiological response instead of opinion.

My role was to determine what that idea should actually look and feel like.

DESIGNING THE CENTERPIECE OF THE PRODUCT

I developed the visual concept for the ScareScore system and the ScareMeter experience that leads up to it.

Rather than simply display a number, the goal was to create a recognizable visual language for fear—something that could build anticipation during the experience, resolve into a clear score, and become an ownable part of the product.

That system ultimately became one of the defining elements of the ScareScore app.

AI AS PART OF THE CREATIVE PROCESS

ScareScore was also an opportunity to integrate AI directly into my creative process.

I used AI as a brainstorming and visualization partner, rapidly exploring ways biometric data, fear and intensity could be expressed visually. I curated the strongest directions, combined them with my own sketches and ideas, and fed those back into the process to push the concept further.

The value wasn’t in accepting what AI produced. It was in using it to explore more territory, faster, while applying human judgment to decide what was worth pursuing.

Those explorations helped me establish the creative direction and communicate the idea to Lead Designer Raymund DeQuiros, who brought the final identity and visual system to the level of craft, precision and quality the project required.

CONNECTING BRAND AND PRODUCT

I worked closely with Lead Designer Raymund DeQuiros on the ScareScore identity and with UX Lead Nare Krmoyan as the concept was translated into the broader app experience.

The result was a product where brand, interface and core functionality were designed to feel like one connected idea—not separate layers added after the fact.

AGENCY: ISBX
CREATIVE DIRECTOR: Steve Sigler
SENIOR DESIGNER: Raymund DeQuiros
UX LEAD: Nare Krmoyan