Jules Davies and I had worked together long before he was ever my client. He handled the SEO on Exotiq and Kassow Robots as a freelancer while I built the sites. Then he launched his own agency, Scalerrs, and came back — this time as the person hiring.

Scalerrs helps B2B software companies get found. Partly that's traditional SEO, ranking on Google. Increasingly it's what the industry calls AEO: making sure that when someone asks ChatGPT or Perplexity to recommend a tool in your category, your name is in the answer. They work only with SaaS companies, which is unusual, and they'd built a real track record doing it.

Their old identity did the job. It looked professional, it didn't embarrass anyone, and it gave nobody a reason to remember it a week later.

That's the specific trap of this category. SEO and marketing agencies almost all look the same: the same gradients, the same stock-photo energy, the same interchangeable layouts. Scalerrs had genuinely different substance — SaaS-only, revenue-focused, no long contracts — and a surface that suggested they were interchangeable with everyone else.

So the brief wasn't a facelift. It was finding an angle that would separate them, visually and in how they positioned themselves.

Jules approached me to rebuild the site, and I brought in Julien Poirier on design and Sophie Jean-Paul on the Webflow build. Since Jules was my client, project management fell to me naturally — but I wasn't only coordinating. I led the brand refresh, helped during the build in Webflow, and produced the motion graphics for the services sections.

The project manager part was the least glamorous and probably the most useful. It meant asking Jules many question sseveral until we found what he actually wanted. It meant running the client and feedback calls, giving Julien a single clear direction instead of five conflicting reactions, quality-checking the build, and chasing content that hadn't arrived yet.

On the brand itself, the answer wasn't to reject the visual language of SaaS. Buyers in this category read those codes fluently, and abandoning them entirely would have made Scalerrs look like it belonged somewhere else. The goal was to use the same vocabulary and arrive somewhere different — familiar enough to be immediately legible, distinct enough to stick. The motion work does a lot of that lifting: the services are explained by showing them moving rather than described in another block of text.

Roughly sixty hours of design and forty of development, across a brand refresh and a full site.

The work also outgrew its brief. The visual system held up well enough that it carried into the design of the SaaS platform Jules is launching in 2026 — a second project that came out of the first.

Scalerrs has grown considerably since, but I'd be overstating things if I claimed the rebrand caused that. Jules built the business. What the new brand did was stop the website from working against him — so that a company with genuinely unusual substance stopped looking like every other agency in the search results.

Project management across both phases, the brand refresh, direction on the web design, support during the Webflow build, and the motion graphics for the services sections. Julien Poirier led the web design; Sophie Jean-Paul led the Webflow development. Figma, Webflow, and Jitter for the motion design.