Case study · No. 08
An AI coaching platform built like a piece of athletic equipment.
Repstra arrived with a working AI coaching engine and a website that read like every other YC-graduate fitness app: soft gradients, vague benefits, no point of view. The product was sharp. The presentation was anyone's.
The commission was to rebuild the entire surface from scratch (brand, marketing shell, authenticated product UI) as a single object with a single voice. Bold black. Volt-green accent. Athletic, quiet, no hype.
01. Identity. A single all-caps wordmark, mono-spaced, on matte black. One accent (volt-green) used only for state and call-to-action, never decoration. The grammar of a strength-and-conditioning brand, not a wellness app.
02. Site, app, one repo. Rebuilt the entire surface as a Next.js 16 + Tailwind project: 17 routes covering marketing pages, authenticated coach dashboard, athlete sign-in, and the public marketing shell. Marketing and product share a design system, so the handoff from public site to authenticated app is invisible.
03. Copy. Every line rewritten in the voice of a coach, not a marketer. No "unlock your potential." No "AI-powered." The product is described by what it does for the workout, not what it does for the funnel.
04. Domain migration. Moved the production identity from repstra.ai to repstra.com.au: better signal for the Australian market the product is actually serving, cheaper renewal, cleaner email infrastructure.
Coaches landing on the new site stay. Trial conversions sharpened the moment marketing and product spoke with one voice: the same wordmark, the same colour, the same restraint. The platform stopped looking like another wellness app and started looking like equipment.
The first 30 days are still being measured. We'll publish the numbers when they're real.
If you're here for the software
Repstra is one of two working products in this portfolio, not a brochure site with a contact form but an authenticated application with accounts, data, and a backend that has to be cared for long after launch. That changes the shape of the work.
So a software commission isn't a three-week couture launch. It's scoped on its own cadence at the intake call, and it ships with a care plan rather than being handed over and abandoned. If you have a product brief rather than a site brief, say so in the intake. The studio builds both, with the same hands.
"It's the first time the site looks like the product feels."Repstra founder
From the atelier
Repstra had to read like a magazine and behave like software. It's the hardest brief we take, and the one we're proudest of.
Luigi Turco, Maison Turco
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