ShowcaseLatelift, sample brand

Five barbell lifts, three sessions a week

App Store screenshots · iPhone. Built at 1290 × 2796 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.

Five barbell lifts, three sessions a week, 2 of 5

Five barbell lifts, three sessions a week, 3 of 5

Five barbell lifts, three sessions a week, 4 of 5

Five barbell lifts, three sessions a week, 5 of 5

5 of the 7 frames in the finished set are shown here.

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: Someone over 35 who has never lifted, scrolling the App Store for a beginner strength app and doubting the gym is for them (median member 47, oldest 74)
The one idea: Five barbell lifts, three sessions a week, and the app gives you the weight for every set, adding 2.5 kg at a time
Format: app-store
Ratio: set: 1290x2796 1080x1920 1024x500
Imagery: photo
What success looks like: At search-result thumbnail size the first iPhone panel reads as a real lifter over 35 and one weight; the viewer thinks "people my age do this?" then "2.5 kg at a time, fine"
Route: R1 + 0
Route 0: each panel one lift's name, large, with its weight beside it
The Route picked: R1 + 0

Notes
Set shape: per variant, five iPhone panels (.slide[data-s=iphone] ×5, a store listing carries several), one Play phone (play) and one Play feature graphic (play-feature).
No app UI and no phone frame anywhere (BRAND.md: mockups empty, product-shot rule). The set is store concept art; real screenshots replace it if the app ever exists.
Guardrails: no weight-loss or body talk, no shirtless or posed model shots, the lifter is clothed and mid-lift. Any health line adds "check with a doctor first".
Demo numbers (47, 74, 82%) are fictional demo copy.

The lead visual device, and why.

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

V1
one photo per store panel, each showing exactly what its line claims, closing on a type-only price panel
Each panel shows its fact: a man in his fifties mid bench press for the weight the app picks, hands sliding a plate on for +2.5 kg, a phone on a tripod on a bench filming a set, a lifter with a finger on his earbud for the coach's voice note, then the price set large in the display face on the graphite field. The Play phone reuses the bench press and the feature graphic the plate.

The caption and the rest of copy.md.

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

Alt text
iPhone 1: A man in his fifties mid bench press, a plate sharp in the foreground, under "The app picks the weight" and a line naming the five lifts.
iPhone 2: Two hands sliding a plate onto the bar sleeve, under "Finish every rep, add 2.5 kg" and "Miss twice and it takes 10% off."
iPhone 3: A phone on a small tripod on a bench, filming a lifter behind it, under "Film one set a week."
iPhone 4: A close crop of a lifter's hand pressing an earbud, his neck and shoulder in a white T-shirt, under "A coach replies within 48 hours" and a line about the coach's voice note.
iPhone 5: The dark field with "14 days free to start", then $14.99 a month or $99 a year, and "Three 45-minute sessions a week."
Play phone: The same bench press as iPhone 1, under "Five lifts, 2.5 kg at a time" and the five lift names.

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: the lift itself: one real person, one real rep, in an ordinary gym
Structure: iPhone 1 to 5 each crop one stretch of the photo (left plates, hand, face, hand, right plates), one caption each: weight set for you, +2.5 kg next time, film one set, coach replies, free trial. Play phone reuses the crops; Play feature shows the whole photo.
Tone: documentary, quiet, effort on the face, no hype
Preflight: pass
Check desk: pass
Checked: 2026-10-02
Kept in the sample library: 2026-10-02