Scala

Scala helps call centers understand the performance of human and AI agents. Coming out of stealth meant introducing both the company and a complex product. The positioning, identity, website, and film needed to give people a clear sense of what Scala did and why it mattered.

I guided the brand team, editor, and animators through that launch, reviewing the work as it moved from early ideas into finished pieces. The challenge was to give the technology a character that could carry across the whole experience.

The Scala mark suggested a form pushing outward into space. That became our starting point: blocks that could stack, step, and expand, giving shape to ideas like progress and growing capacity.

I wanted the movement to feel precise and physical, like machined pieces sliding together with a little resistance. I explored that feel with the team, then built and animated the extrusion setup in After Effects. It gave us room to play while keeping the film and website recognizably part of the same brand.

The launch brought positioning, identity, website, and film into one public introduction for Scala. The motion gave the team a set of forms and behaviors to carry between the site and film, while leaving room for each piece to do its own job.