Logo animation. Playing with the logo shapes in a different way.
Scala.ai's first introduction to the world. Out of stealth on the heels of an $8M raise. One chance to get it right. Our team owned everything end to end, from strategy and identity through website and the launch film.
Scala is an AI intelligence layer for call centers. Every conversation catalogued, ranked, and referenceable, so operators can see how their agents, human and AI, actually perform. Through stealth, a placeholder splash page did the job. Now that they were announcing, they needed a brand, a site, and a video worthy of raising the next round.
The Scala mark reads differently depending on how you look at it, but to me it always extruded outward. A cube pushing into space. And the name itself is a staircase: scala is Latin for stairs, and stepping up, leveling up, increasing capacity was the metaphor under everything.
After a few explorations with the team, I built the extrusion rig in After Effects. The feeling I was chasing was something akin to precision-ground gauge blocks, metal machined so perfectly the pieces slide together with even, weighted friction. Versatile enough to be pulled, stacked, stepped, rotated, and expanded, the rig became the foundation for the motion design and graphics across both the video and the website.
"IT's AMAZING! You guys are the real deal! FYI I wanted to use some curse words to describe my excitement but didn't want to be unprofessional."