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Key people at Scout Lab.
Scout Lab is a creative communications agency specializing in branding, communications, and campaigns. It guides organizations through pivotal inflection points, transforming core ideas into compelling narratives and distinctive visual identities. The firm’s approach crafts impactful brand presences that resonate strategically and achieve market recognition.
Co-founded in 2015 by Kaitlyn Barclay and Willow Hill, Scout Lab originated from a shared understanding of the need for purpose-driven brand development. Barclay, as CEO, and Hill, as CCO, combined expertise to fill a gap in the agency landscape, building brands that succeed commercially while advancing human interests. Their collaboration established a firm focused on meaningful communication.
Scout Lab partners with diverse organizations seeking to clarify or reshape their public image and articulate their values. Its mission is to build brands that propel humanity forward, leveraging creative communication to foster a better future. The company envisions strategic branding as a catalyst for positive societal impact.
Scout Lab is a creative communications agency based in Brooklyn, New York, specializing in branding, communications, and campaigns for purpose-driven brands at inflection points. The agency focuses on building brands that advance humanity forward, targeting mission-centered organizations in sectors like healthcare, sustainability, social justice, arts, and culture—often those founded or led by women. With under 25 employees and revenue below $5 million, Scout Lab has earned accolades such as the 2023 Digiday Award for Best B2B Branding Campaign (with Hello Heart) and Purpose-Driven Agency of the Year by The PR Net.[1][2][3]
Scout Lab was co-founded by Kaitlyn Barclay (CEO) and Willow Hill (Chief Creative Officer), though exact founding year details are not specified in available sources. The agency emerged with a commitment to purpose-driven marketing, evolving to diversify its client portfolio amid impressive growth, including work with healthcare innovators like Hey Jane (launching insurance coverage and sexual health verticals) and MilkMate, as well as thought leadership for Resolve.[3] Early traction included high-profile campaigns and rebrands, humanizing their focus on brands tackling social impact, such as challenging industry exclusivity via the "Yachtleship" game as an accessible alternative to Cannes Lions events.[3]
Scout Lab rides the wave of purpose-driven branding in tech and healthtech, where AI, sustainability, and social justice intersect with consumer-facing innovation—rebranding platforms like Healthee (AI health navigation) and Theo AI (litigation tools) to prioritize empathy amid complex markets.[5][7] Timing aligns with post-pandemic demands for accessible healthcare and ethical tech, amplified by legal challenges in reproductive health (e.g., Hey Jane support).[3] Market forces like upcycling trends (CASETiFY) and diversity pushes favor their model, influencing the ecosystem by elevating women-led startups and challenging elitism in creative industries.[1][3]
Scout Lab's momentum—fueled by new wins like Annabella, Oova, and Data for Black Lives—positions it to expand in AI ethics, health equity, and cultural impact as brands seek human-centered narratives in a tech-saturated world.[3] Trends like empathetic AI design and inclusive activism will shape their trajectory, potentially amplifying influence through more barrier-breaking activations. Their mission to advance humanity via branding sets a model for agencies blending creativity with purpose, guiding inflection-point brands toward broader societal progress.
Key people at Scout Lab.
