Role
Brand/UX Strategist
Project Type
8 Weeks
Project Length
Client Grad School Project- 6 person team
The Challenge
Men Deserve Better Wingmen Than Andrew Tate and Joe Rogan
Dating culture has become toxic for young men (18-30). Bombarded by manosphere influencers like Andrew Tate and Joe Rogan, they're left isolated and anxious. The self-improvement market offers quick fixes, not genuine growth.
Our client came to us with sketches for an AI tool to build social confidence through daily challenges. They had ideas but needed cohesive brand strategy and visual identity.
The Insight
Permission to Be a Beginner
Young men aren't ashamed of lacking social skills—they're ashamed to admit needing help. Competitors position as fixers: coaches imply hierarchy, therapists imply problems, gurus imply you're broken.
The breakthrough: Top Gun. Wingmen fly beside you, not above you.
Positioning: Not a coach, therapist, or guru—a wingman providing peer support.
This shaped everything:
Product: Micro-challenges ("call a business, tell a joke"), not transformation programs
Name: "Ace"—your card partner, your equal
Visuals: Wings wrap around you (support), not lift you up (aspiration)
Voice: Encouraging friend, not motivational speaker
Brand Strategy
Take These Wings And Learn To Fly
The Ace logo is more than just a symbol—it’s a promise. The wings wrapping around the A represent Ace’s commitment to supporting and uplifting its users, acting as a steady presence in their journey toward confidence.
Like a trusted wingman, Ace wraps around you, providing guidance, encouragement, and the push you need to take flight.
It’s a reminder that you don’t have to navigate social challenges alone. With Ace by your side, you can move past insecurities, push through anxiety, and reach your full potential—one challenge at a time.
UX/UI
We took ACE’s early sketches and mapped a clear user flow, wireframing every step from onboarding to daily challenges. The final design pairs bold, confidence-driven visuals with an intuitive interface that meets users where they are — and pushes them just far enough outside their comfort zone. Each screen is built to reinforce the brand’s mission: turn small wins into lasting social confidence.
Key Take Ways
Why Strategists Matter
Our client—a talented software engineer—had a powerful idea but admitted branding wasn't their strength. Watching the brand identity come to life was transformative for both of us. It reinforced why strategists exist: to give ideas a soul. Technical brilliance builds products. Strategic storytelling builds movements. When we presented the "wingman" positioning and wing-wrapped logo, the client immediately saw their vision clarified in ways they couldn't articulate alone. That's the magic of collaboration between builders and brand thinkers.
The Screen vs. Reality Problem
Toxic influencers succeed because passive consumption feels like progress. Watching Andrew Tate videos tricks your brain into thinking you're working on yourself—without risking anything. Real confidence requires real discomfort: calling strangers, facing rejection, stepping outside your comfort zone.
Our design challenge: create a tool that pushes men off their phones and into the world. Because growth doesn't happen through screens—it happens despite them.