ShowcaseLatelift, sample brand

Miss twice: 10% off. Then climb.

Carousel · 1:1. Built at 1080 × 1080 px.

Latelift is an invented brand from the app’s sample library. It has no customers and no product, so every figure, name and offer in this piece is fictional. The piece itself is a finished build: it went through the same brief, checks and approval as any other.

Miss twice: 10% off. Then climb., 2 of 4

Miss twice: 10% off. Then climb., 3 of 4

Miss twice: 10% off. Then climb., 4 of 4

What the brief asked for.

From brief.md, the written brief, locked before anything was designed.

Everything in the sections below is quoted from the files this build left behind. Nothing is summarised.

Audience: 40 to 55 year olds who have never touched a barbell and think "I'd be the oldest one there"; they want to see what slow, safe progress looks like before they try
The one idea: strength goes up 2.5 kg at a time, and this is how to read your own weights week by week (all reps land, add 2.5 kg; miss twice, take 10% off)
Format: square
Ratio: 1:1
Imagery: props-only
What success looks like: at thumbnail size the viewer sees a line climbing in small even steps with the numbers on it and thinks "2.5 kg at a time. Fine."
Route: R1 + 0
Route 0: a chart of the working weight going up over twelve weeks, 2.5 kg at a time
The Route picked: R1 + 0

Notes
Square 1:1 (1080×1080). Carousel per the Route structure: R1 four slides, Route 0 two slides. Every carousel ends on an end slide with logo + cobalt "Do your first session" pill; middle slides carry no logo.
One example lift on every variant, from the Ideas desk: 40 kg, +2.5 kg a week up to 50, 50 held for two missed weeks, 45 after the 10% drop, then up to 57.5. Labelled "example" on the slide. Never presented as a member's real data or a promise.
Facts only from BRAND.md: three 45-minute sessions a week, five lifts, +2.5 kg after all reps, -10% after two misses. The 82% week-twelve stat may sit as a footer line (demo number, noted in copy.md).
R1 risk: a stair of treads can read close to the line-chart that led latelift-seventy-four. The floor, the bar collar and the coach's hand carry it; no smooth line, no glowing endpoint.
Accent cobalt for the next weight and the CTA only; lemon for the added 2.5 kg (never text); peach non-text only. Display face six words or fewer, never uppercase.
Vera: avoid fitness-app sameness (gradient line charts, streak flames, before/after). Brand guardrails: no shirtless shots, no age shaming, no "too late" taunt.
2026-10-01: winner V1 (R1). V2 (Route 0, bar chart) pruned; variants above updated to the winner.

The lead visual device, and why.

From patterns.json, where each variant declares what it leads with.

V1
chalk staircase drawn on the gym floor, all twelve weeks on the cover with hand-written weights
The cover shows one lift's twelve weeks as chalk stairs on a rubber gym floor: up 2.5 kg a tread, two missed weeks at 50 crossed out in orange, the 10% step down to 45, then the climb to a blue 57.5. The next slides go back and draw it from week one.

The caption and the rest of copy.md.

The words that ship beside the artwork. copy.md is the build’s caption file.

Caption: Instagram
How Latelift picks your next weight, one lift over twelve weeks.
Finish every rep and the app adds 2.5 kg next time. Miss twice at the same weight and it takes 10% off, then you climb again. The numbers here are an example: 40 kg to 57.5 kg, with two missed weeks at 50 along the way.
Three 45-minute sessions a week. Check with a doctor before you start.
CTA: Do your first session to latelift.example (14 days free, then $14.99 a month)

Alt text
1. Twelve chalk steps on a black rubber gym floor, each with its weight written by hand: up from 40 to 50, two steps at 50 crossed out in orange, a step down to 45, then up to a blue 57.5 at week 12. Headline: "Miss twice: 10% off. Then climb." A label reads "Example numbers. Yours will differ." 2. One chalk box on the gym floor with 40 kg written on it by hand and week 1 underneath, a chalk handprint beside it. Headline: "Week one is 40 kg." 3. Five chalk steps: 40, 42.5, 45, 47.5 and a blue 50, each riser marked in lime, a stick of chalk resting on the last step. Headline: "Finish every rep: +2.5 kg." 4. One empty blue chalk step on the floor. Headline: "Start on step one." A blue "Do your first session" button, a free-trial and doctor-check line, and the Latelift logo.

What the record says

The approval lines from production/signoffs.md, the file where each approval is written down, and the checks stored with the kept sample.

brief-locked: 2026-10-01
winner-approved: 2026-10-01 · winner: V1

Framing: Watch the plan get drawn in the order you lift it: step up when every rep lands, stay on the tread after a miss, step down 10% after two, then climb again.
Structure: Carousel of four: the coach's hand starts the first tread beside a real bar collar; treads to week 5; the full stair with the flat at 50 kg and the drop to 45, labelled example; end slide with logo and the Do your first session pill.
Tone: Firm coach, short chalk captions, no cheering.
Preflight: pass
Check desk: pass
Checked: 2026-10-01
Kept in the sample library: 2026-10-02