Brand system · 2026
Aptsmith
A business platform whose interface adapts to how each person takes action. The idea behind this site.
- Client
- Aptsmith, a J Paris Media product
- My role
- Brand, platform, modules and video
- Palette
- #9a4d8d
- #be8ab4
- #241a2e
- #f3eaf1
- In progress
- aptsmith.com ↗
The problem
Solopreneurs and micro business owners wear every hat, and their software adds to the load. Aptsmith had to show them a platform that adapts to their conative profile: the interface conforms to how each person takes action. That cuts the friction of learning someone else’s process and the overwhelm of hunting for a feature.
What I built
- Brand identity, logo system and the “What is Aptsmith” explainer video
- A platform whose interface adapts to each user’s conative profile, with tools they can show or hide
- A module system that brings email, chat, marketing, finance, project management and more into one place
- Seven modules: Mailhub, Huddle, Project Manager, Bookings, Sales CRM, Email Marketing and Wealthbook
- A Progressive Web App with its own mobile view
The result
Aptsmith is in beta and has not launched yet. The platform and seven modules run for beta users now, and we are collecting the results.
What we are measuring
- 01ProductivityHow much more a user gets done once their tools live in one adaptive platform.
- 02Money savedWhat a user saves by replacing separate subscriptions with one platform and one-time modules.
- 03Ease of adoptionHow quickly the platform fits a user’s workflow when the interface matches their conative profile.
The brand and the explainer
The mark pairs an open A with a solid S, so the name reads as a monogram at any size. The explainer runs 110 seconds, cut twice: 16:9 for the site and 9:16 for social.
An interface that fits the person
The platform learns how each user takes action and rearranges the interface to match. Users show the tools they use and hide the rest, so nobody hunts for a feature. Every new account still works on day one.
An app in your pocket
Aptsmith installs as a Progressive Web App, with a mobile view built for the phone rather than a shrunken desktop. The home dashboard, your tools, the Sales CRM and settings all fit one hand.
One platform, one login
One subscription replaces the logins for every other tool, and the modules talk to each other with no Zapier or Make.com in between. Users buy the modules they need for a one-time fee. The platform subscription is the only monthly cost.
Aptsmith1 login- 1 subscription
- 1 login
- 0 Zapier or Make.com
- One-time module purchases
Seven modules, built by me
Each module is a full tool a business can run on: Mailhub for email, Huddle for team chat, Project Manager, Bookings, Sales CRM, Email Marketing, and Wealthbook for bookkeeping. More are on the way.
Software and tools I work in daily
Each ring is one area, scored out of 100. Click a ring to filter the tools. Each block is one tool, sized by how deep I go with it.
- Design and brand
- Adobe PhotoshopAdobe IllustratorAdobe InDesignFigmaFramerBynder
- Web and front end
- WordPressHTML and CSSNext.js and ReactTypeScriptTailwind CSSThree.js
- Back end and data
- SupabaseGitHubVercelRailwaySmartsheet
- AI
- ClaudeChatGPT and OpenAIHiggsfieldElevenLabsGensparkWhisper
- Video
- Adobe Premiere ProAdobe After EffectsHyperFramesRemotion
- Automation
- Make.comZapierAirtableSoftrPlaywright
- Marketing and CRM
- HubSpotGoHighLevelMailchimpResendGoogle AnalyticsMetricoolNotionMicrosoft 365