A unified platform that empowers engineering and R&D teams to perform full-stack high-performance computing simulations at scale. It offers intelligent data insights, agentic engineering, and AI physics capabilities, enabling innovative companies to achieve optimal R&D performance.
Rescale was in the process of shifting their suite of standalone products into a highly flexible, enterprise-grade digital engineering platform that was rapidly accelerating AI-first product development. This required them to reposition the company and communicate their new vision.
CHALLENGE
Rescale acknowledged their current brand, messaging, and visuals no longer represented their new positioning. Their visual identity needed to be enterprise-grade, and their website needed a clearer user journey and narrative structure without sacrificing on-page SEO.
SOLUTION
The Label Collective collaborated and aligned with their internal team on a custom brand archetype intended to establish market differentiation. A modular website and modern visual identity that leads with product and customer challenges were built. Diagrams and interactive elements help communicate topics with complex narratives. A unified design system and brand guidelines were built to ensure every team uses the same language.
RESULT
Rescale received a completely aligned visual identity system and a refreshed website experience in time for a major product launch. Their marketing team is now empowered to leverage these assets for all of their future needs.
Brand Strategy
Before any work started, The Label Collective created a custom brand archetype to direct both teams towards the straightforward, bolder tone and direction of the new visual identity. A wireframe workshop was held to co-create the initial wireframes and a refreshed information architecture that repositioned them as a powerful solution.
Visual Identity
The new visual identity is future-forward and revolutionary, but in a way their audience can resonate with — a brighter color palette inspired by simulation interfaces familiar to engineers, clean, utilitarian typography, 3D wireframes, and aesthetic choices that serve intent rather than decoration. The logo was not revised, but simplified to a 1-color format to downplay the cloud complexity and retain current brand equity in the market.
Website
A modular website framework with consistent templates and patterns addressed previous concerns with information architecture and dead ends, while streamlining work that was previously manual. Combined with Rescale’s refreshed visual identity and messaging strategy, the new site feels consistently aligned with their positioning. It features greater interactivity, diagrams that tell more complex narratives, and product-focused visuals that demonstrate clear value to the customer. An expanded series of Solutions pages showcases the flexibility and scalability of the platform through product screens that address audience challenges and pain points directly.
Brand Deliverables
The new visual identity extended into some additional first-pass deliverables, including social branding, presentation slides, and business cards.
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