The creative agency &Walsh, based in New York, has revealed a fresh brand identity for BATCH, an innovative technology company looking to revolutionize the film industry. BATCH’s cutting-edge software speeds up post-production by automating matte generation, turning what used to take weeks or months into mere hours. Drawing inspiration from both film history and modern innovation, &Walsh has created a brand that combines nostalgia with forward-thinking efficiency.
BATCH’s technology simplifies the labor-intensive task of creating mattes for people and objects in a scene during post-production. Their advanced batch processing software automates this process at an unprecedented speed, allowing filmmakers to focus on artistic decisions rather than waiting for renders.
Recognizing the groundbreaking nature of this innovation, BATCH enlisted &Walsh to develop a brand identity, website, and demo video that captures the essence of their revolutionary product. The result is a visual system that reflects the software’s core function – always in motion, always processing.
Jessica Walsh, the founder and creative director at &Walsh, explains, „We drew inspiration from the analog world of film and cinema, combining it with graphic interpretations of batch processing to showcase the efficiency and artistry behind BATCH’s technology. The identity positions BATCH as the future of post-production, prioritizing creativity in filmmaking.“
Rather than taking a solely digital approach, &Walsh rooted the brand in cinema’s rich visual history. Elements like grain textures, film reel references, and rounded masks were incorporated to evoke the tactile quality of analog film. The custom wordmark itself draws inspiration from the shape of a matte, reinforcing BATCH’s core function subtly but meaningfully.
Lucas Luz, a designer at &Walsh, adds, „BATCH is a tech company with a love for cinema at its core. We wanted to create a brand inspired by analog elements to strike a balance between technological innovation and the artistry of filmmaking.“ The brand’s motion system embodies this balance, constantly in motion to showcase BATCH’s software’s speed and efficiency.
Given BATCH’s technology’s ability to rapidly process thousands of frames, &Walsh focused on motion-driven branding. Typography treatments and visual elements animate to mimic batch processing speed, emphasizing a system that is continually working in the background.
„BATCH’s patented software processes high-quality footage quickly using batch processing technology,“ says Walsh. „We visualized this through rapid animation in our typography treatments, showing the ‚always on‘ pre-processing power that enables instant mattes to enhance visual artistry.“
Luz expands on this, mentioning, „BATCH pre-processes frames efficiently, freeing up time for creativity by automatically creating masks for each person in the scene. This concept of constant motion is translated into the brand’s motion system, always dynamic and flowing.“
BATCH was designed with filmmakers in mind, those who value traditional cinema’s artistry while embracing modern workflows. The brand strikes a balance between automation and creativity, ensuring technology enhances human ingenuity rather than replacing it.
„Focusing on the analog side of filmmaking acknowledges the artistry and craftsmanship that define the industry,“ says Walsh.