Repstra.

A real product, wearing a stock SaaS jacket.

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.

One stack. One language. Marketing and product on the same shelf.

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.

A product that finally looks the way it performs.

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.