AP Toolbox: building an app worthy of its audience
Impressive engineering, sharp ideas for engagement, but a brand and UX that spoke to no one in particular. Aligning the product with the thrill-seekers it was actually built for.
01
Brand out of sync with the audience
The product was built for experienced, thrill-seeking men in their mid-30s to 50s. The visual identity and tone of voice did not reflect that at all.
02
Navigation that worked against the user
Despite powerful underlying capabilities, the app's navigation structure made advanced features hard to find and harder to trust.
03
Engineering without a story
An impressive calculator with advanced capabilities and great engagement ideas, but no visual communication or copywriting to convey the product's depth.
An unusual founding pair, a YouTuber and an AI engineer, had built something technically impressive. The challenge was giving it a visual identity, tone of voice, and user experience that matched the confidence and sophistication of its target audience. I worked across copywriting, branding, visual strategy, UX and UI to bring the product in line with the people it was made for.
AP Toolbox
A specialist app built for advanced players, featuring a high-capability calculator and smart engagement mechanics. Founded by a content creator and an AI engineer, the product had strong technical foundations and a clear vision but needed the design and communication layer to match.
A brand built for thrill-seekers
01
Branding and Visual Strategy
A new visual identity and strategic direction built around the confidence, edge, and precision of the app's core audience of advanced male players.
02
UX and UI Design
Rebuilt navigation and interface design to surface the app's powerful features clearly, making the experience feel as capable as the technology underneath.
03
Copywriting
Tone of voice and copy across the product and marketing materials, written to speak directly to experienced players who know what they want.