The Beginning of it all…
The story of SCALE begins where print media falters. In a market that has become conservative in its spending on advertisement and marketing, SCALE starts a digital adventure.
SCALE is the fruit of a passion for content that inspires and a love for designs that delight. It was born out of an architects’ passion to curate the best of designs from around the world while focusing on the noteworthy architectural projects in Qatar. SCALE is a journalists’ vision of engaging her readers in content of value. After over a decade long tenure in news gathering and reportage in Qatar, Sindhu Nair, an architect who has worked as a journalist for most of her life, feels passionate about content curation and story weaving in the field of architecture and design. Her earlier works include a wide plethora of stories weaved from oil and gas upturns, sustainable ventures, entrepreneurial and leadership values touched on and many in the field of lifestyle and design.
Here are a few of them, which throws light into her expertise in the wide range of topics researched and written about.
SCALE is the response to this passion, to continue on the journey of educating herself and the world in the process, of exploring spaces that exhilarate.
SCALE follows large signature architects on their design journey while looking at minuscule projects that intrigue, and engages readers with stories told through words and images.
CEO and Creative Head – UPPERCUT
Scale values design as much as it does valuable content and hence there had to be no compromise on the design features of the website. It is the brainchild and design brilliance of Venkat Marri and his team at Uppercut who have given Scale this look and feel and they continue to maintain and design each of the stories and the backend technicalities of SCALE.
Venkat Reddy, has worked in Qatar and is the creative brains behind many magazine designs in Qatar. Venkat Reddy is a man who visualizes and dreams of beauty in fonts and magazine formats. His expertise spreads to website designing and SCALE is the fruit of this this man’s design creativity.
Aarti is as passionate about architecture and design as she is about her Carnatic singing. She sources and writes on content that has a unique flair and a deep understanding of the world of designs. She has many years of experience in the publishing industry and is an integral member of SCALE.
Priyal Sood is an Interior designer, a writer who also does Digital Marketing and she contributes from Miami to SCALE. With a Masters in Interior Designing, Priyal brings life to the articles she creates, with her personal experiences with creative interiors.
Amiya Hisham is an architect with interests in language and culture. She likes to read changes in the design world against its socio-cultural, political and ecological drivers. She prefer strong tea over coffee but will try anything from comics to Camus.