Merging the artistry of analog filmmaking with the efficiency of cutting-edge technology, BATCH’s new brand identity positions the company as the future of post-production.
New York-based creative agency &Walsh has unveiled a dynamic new brand identity for BATCH, a groundbreaking technology company set to disrupt the film industry.
BATCH’s proprietary software dramatically accelerates the post-production process by automating matte generation, reducing what traditionally takes weeks or months into mere hours. With a visual language inspired by both film history and modern innovation, &Walsh has crafted a brand that balances nostalgia with future-forward efficiency.
The company’s technology streamlines one of the most time-consuming aspects of post-production: creating mattes for people and objects in a scene. Its advanced batch processing software automates this process at an unprecedented speed, freeing up filmmakers to focus on artistic choices rather than waiting for renders.
Recognising the industry-shifting nature of this innovation, BATCH approached &Walsh to develop a brand identity, website, and demo video that would capture the essence of its revolutionary product. The result is a visual system that mirrors the software’s core function—always in motion, always processing.
Jessica Walsh, founder and creative director at &Walsh, explains: “We drew inspiration from the analog world of film and cinema, blending it with graphic interpretations of batch processing to reflect the efficiency and artistry behind BATCH’s technology.
“The identity is designed to position BATCH as the future of post-production, putting creativity for filmmaking at the forefront.”
Rather than taking an overtly digital approach, &Walsh grounded the brand in the rich visual history of cinema. The team incorporated elements like grain textures, film reel references, and rounded masks to evoke the tactile quality of analog film. The custom wordmark itself takes inspiration from the shape of a matte—reinforcing BATCH’s core function in a subtle yet meaningful way.
“BATCH is a tech company, but its core is a passion for cinema,” says Lucas Luz, designer at &Walsh. “We didn’t want to create something that felt purely digital or cold, so we crafted a brand inspired by analog elements like film reels, grain, and texture, striking a balance between technological innovation and the artistry of filmmaking.”
This balance between past and future is evident in the brand’s motion system, which remains in constant flux, mirroring the speed and efficiency of BATCH’s software.
Given that BATCH’s technology hinges on the ability to process thousands of frames rapidly, &Walsh leaned into motion-driven branding. Typography treatments and visual elements animate in a way that mimics the speed of batch processing, reinforcing the idea of a system constantly working in the background.
“Their patented software is able to process volumes of high-quality footage by using batch processing technology, which rapidly processes thousands of image frames at high speed using pre-processing power,” says Walsh.
“We visualized this through the rapid animation style of some of our type treatments throughout the visual identity. We kept most of the branding in motion to show the concept of the ‘always on’ pre-processing power that enables the instant mattes in session to improve on visual artistry.”
Luz expands on this, adding, “BATCH pre-processes thousands of frames and creates a mask for each person in the scene with unmatched efficiency, freeing up more time for creativity instead of waiting on renders or doing tedious tasks.
“This level of processing is possible because BATCH’s technology can automatically handle massive sequences of images. We translated this idea of constant motion into the brand’s motion system, which always feels dynamic and in flow.”
Beyond its technical prowess, BATCH was designed with filmmakers in mind – those who still value the artistry of traditional cinema while embracing modern workflows. The brand strikes a delicate balance between automation and creativity, ensuring that technology serves to enhance rather than replace human ingenuity.
“Focusing on the analog side of filmmaking pays homage to the artistry and craftsmanship that define the industry,” says Walsh. “While BATCH is a cutting-edge digital technology powered by batch processing and machine learning, its foundation is rooted in a deep respect for the artists and traditional filmmaking process.”
Luz adds, “Analog films have soul and, like people, their imperfections make them unique. That’s why we drew inspiration from this process, observing grain, rounded masks, and filmstrip edges, to create a tactile brand that combines contrasting ideas, bridging traditional filmmaking with BATCH’s cutting-edge technology.”
“BATCH needed a brand that reflected its innovative approach and disruptive technology,” says Seth Ricart, co-founder of BATCH. “&Walsh is known for pushing creative boundaries and crafted a visual identity and website that encapsulated the essence of film and cinema while integrating elements of batch processing. The result is a brand that speaks directly to filmmakers and post-production professionals.”
With its striking new identity, BATCH is set to make a lasting impact on the film industry, offering a tool that redefines what’s possible in post-production. And with &Walsh’s visionary branding behind it, BATCH not only stands out visually, it tells a compelling story about the future of filmmaking.
