Scale

Challenge

Scale was launching as a brand and organizing their first conference. They needed a solid brand to differentiate themselves and make a bold impression from day one. Their team needed assets to market the event and pitch potential investors and partners while still developing the project.

As their customers were typically in positions of power and very well connected, SCALE needed to create a bold impression to attract a crowd that could already achieve a lot by themselves, using their own resources and connections. They needed to attract nothing less than spectacular partners and investors to be on top of their industry from the very beginning.

The Outcome

We developed a simple brand strategy to identify the essence and differentiators of the Scale brand, so we could visualize them later.

A simple brand identity and assets were created. Logo, color palette, and typography.With those in hand but without having a lot of details figured out, we created a teaser website with just the essential information.

We created abstract videos and animations to engage potential customers and build anticipation, without having to commit to specific brand assets that may have not served the project well in the future. The one-page website included the basics like date and location, a brief description of the project, and a way for people that were interested to get in touch and get more details.

Process

There were too many options at first. Users would create for a few minutes and get overwhelmed.We solved this by having them start with a randomly generated combination.
Four different customization areas created undesirable results if the user was not color-savvy. They would use the app as a game more than a visualizer that would lead to an actual sale.We solved this by locking the areas together by default, so users would only choose 2-color combinations.

Users were choosing a minimal amount of the available materials and finishes. They would go to common combinations and get stuck there.
We solved this by generating a random combination as a starting point. The color selector only had ten colors to choose from. We also trained brand ambassadors on color theory to give valuable suggestions to customers.
Users gravitated towards exotic cars they didn't own. They were driven more by curiosity and playfulness rather than a desire to customize their own cars.
We limited the options to one brand at a time. Specifically, the brand that was featured at the event or showroom. This allowed us only to render a limited amount of images.

1. Anti-strip local

This was the local resident that wants to experience everything The Strip has to offer, but without the parking issues, crowds, overstimulation, etc.

2. Daytime office worker

This was

Capital, Innovation and Purpose collide

Challenge

The Outcome

Project Goals

Finding the essence of Mezcla

Process