Scale: brand identity and landing page for an entrepreneurship event

LOGO

An “E” Like No Other

The project kicked off in a rush. The previous agency hadn’t delivered a logo that matched the event’s ambition. Gemeos started from scratch. The brief was clear, create a mark that captures progress without falling into the usual growth clichés: arrows, curves, charts.

The solution: turn the “E” in SCALE into three horizontal bars that get progressively shorter, creating a staircase effect. An instantly readable symbol, the idea of moving upward with support, built directly into the typography, with no extra icon needed. The “A” was also reworked with diagonal cuts to reinforce the pattern and give the word its own visual consistency.

The logo was delivered in three versions, black, white, and red, and exported in SVG, PNG, and JPG for every print and digital use across the event.

BRAND

An event identity, not just a logo

Once the mark was approved, we had to build everything that brings an event of this scale to life. The Brand Scale rests on three pillars: a tight palette of deep black, vivid red, and white; dramatic black-and-white photography set against color accents; and a display typeface that feels dense yet stays readable at large scale.

We rolled it out across the event’s real-world touchpoints:

The result is a cohesive identity from the very first digital touchpoint to the big day on site, built to work at every scale.

Art Direction

Cinematic and effective: art direction built to convert

Scale’s art direction draws from the visual language of cinema and major international conferences, while staying rooted in the French-speaking entrepreneurial world. The goal wasn’t just aesthetic. Every visual choice had to drive conversion.

The core concept, overexposed black-and-white photography on a dark background with red accents, creates an immediate contrast that grabs attention while scrolling. Speakers stand out through full-page portraits, a treatment that reinforces credibility and the promise of the stage. Conversion sections like pricing and CTA reuse the same color system for a seamless experience from start to finish.

The visual direction was designed directly in Figma by Sacha, with feedback from Maxime, who created the logo, to ensure continuity between the identity and the page experience. Several iteration cycles helped refine the details, especially the gradients, texture effects, and typographic hierarchy, before the handoff to development.

UI DESIGN

A landing page built to sell tickets

The Scale landing page is a long-form page with a high conversion stake. Every section plays a specific role in the visitor journey: grab attention, build credibility, persuade, reassure, and convert.

The interactions were designed to reinforce the event’s density without weighing down the reading experience: animated scrolling banner, parallax effects on images, transitions between sections.

On mobile, the design was reworked to prioritize readability and speed, trimming some animations that caused lag on iOS devices.

WEBFLOW DEVELOPMENT

An event site built with the standards of a digital product

The Scale landing page was fully built in Webflow, with a CMS plan, and hosted in the client’s workspace. The challenge came from both the depth of the interactions and the high-stakes conversion flow: every button had to send users to the right checkout, with zero data loss.

Interactions & animations

‍The site ships with an advanced animation setup for Webflow: scroll-triggered motion on text and KPI cards, parallax effects on hero images, fade-and-slide transitions between sections, a looping marquee banner, and multi-item carousels with simultaneous drag/click handling on mobile.

Video integration

‍The teaser video is hosted on Cloudinary (CDN) to ensure smooth playback without relying on YouTube or Vimeo for rendering. Client testimonials are embedded via Vimeo with a custom modal, the native player was replaced to keep the page visually consistent.

Tracking & UTM

‍At the client’s request, UTM parameters in the URLs are automatically passed into the redirect buttons linking to the checkout pages. That makes end-to-end campaign tracking possible, from acquisition source to completed purchase, with no break in analytics data.

Cross-browser and cross-device compatibility$

‍Several technical points required custom development:

The site went live in late August 2025, after several internal desktop and mobile QA cycles before handoff to the client.