Dialog RSN-1
Launch identity for a new reasoning model: a dark developer palette, generative particle imagery, a directed film and 4K frames.
- Role
- Set the identity, directed the film shoot, built the generative imagery system, the model frames, the launch page design and the ad sets.
- With
- Ideal Insight (film) · PolyAI research and web teams
- Scope
- Launch, Identity, Film, Generative
- Year
- 2026
- Agents
- The particle imagery is generated by a shader I built, not drawn frame by frame. Agents helped port it between the launch page, the film inserts and the ad sizes.
Dialog RSN-1 is PolyAI's new reasoning model. It launches on 30 September 2026 with its own page, a film and a paid campaign.
The brief
A model isn't a product with a screen. It has a name, some numbers and a claim about how it behaves on a call. The job was to give it an identity that sits under the PolyAI brand, speaks to developers and enterprise buyers in the dark, technical register they respond to, and stretches from a 4K launch frame to a 300 pixel ad without falling apart.
What I did
Set the identity: a dark palette, a generative particle system for all of the imagery, and the type and layout for the launch page. Directed the film shoot with Ideal Insight, a table, a laptop and the people who built the model, so the launch has real people showing real behaviour rather than a voiceover over stock. Built the model frames at 4K and the ad sets that went to demand generation.
The imagery
The particle field isn't a still I made once. It's a WebGL2 shader that renders any image or video as glyph particles, so the launch page, the film inserts and the ads all come from one system at whatever size they need. I wanted this model to look different from the rest of the range: the same system, tuned to read as circular where the others read as fields. How the shader works is written up in the lab.
Where it went
Launch page, film, model frames, social and paid. The paid sets are in Demand generation.