The Brief
AskLexy is an AI-powered platform built around helping people improve communication, prepare for interviews, and move closer to career opportunities. Its product ecosystem includes voice-led language practice, interview preparation, job discovery, and AI-powered recruiter screening through AskLexy Screen.
My role was to create social-first visual communication that could make these AI-led features feel simple, relevant, and engaging for different audiences—from English learners and IELTS aspirants to job seekers, recruiters, and hiring teams.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
The Design Challenge
AI products can quickly become difficult to explain. Features such as “AI interviews,” “screening transcripts,” “communication evaluation,” or “AI-assisted answer detection” sound technical when presented as plain text.
The challenge was to turn these product ideas into content that people could understand in a few seconds while scrolling.
Each creative needed to answer one simple question:
Why should this matter to me?
*For learners, that meant confidence in English and speaking practice.
For job seekers, it meant interview preparation.
For recruiters, it meant reducing screening calls and finding stronger candidates faster.
My Role
I handled few Good section's visual design of Issue 02 — from the cover to individual spread layouts. This included typography decisions, color palette development, illustration direction, image treatment, and the overall editorial grid system that held the magazine together across 60+ pages.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
My Role
I worked on the visual communication for AskLexy’s social media and product launches.
My responsibilities included:
Designing Instagram posts and story-style creatives
Creating launch posters for new features
Designing carousel slides that explain product value
Creating thumbnail-style visuals for campaign content
Translating feature-heavy product information into simple, high-impact messaging
Maintaining visual consistency across AskLexy and AskLexy Screen communication
Understanding the Audience
Before touching a single layout, I asked: who is this for? The target reader was a young, curious Indian — someone interested in science but not necessarily a specialist. That shaped everything. The design couldn't feel like a textbook. It had to feel like a magazine that respects the reader's intelligence while making space science genuinely exciting.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
The Content Strategy
Rather than designing every post as a direct product advertisement, I built content around three communication angles:
1. Aspirational
Posts that speak to a learner’s goal: speaking fluent English, improving listening skills, or preparing for IELTS.
Examples include:
“Want To Get Better At Speaking Fluent English?”
“Want To Get Better At GD Rounds?”
“Give A Boost To Your IELTS Preparation Journey.”
These designs lead with the audience’s ambition before introducing AskLexy as the solution.
2. Problem-led
Posts that highlight a familiar frustration before presenting the product.
For example:
“Your Listening Speed Is Holding You Back?”
This turns a broad feature like listening practice into a relatable pain point.
3. Product-led
Launch content designed to explain what a new AskLexy feature does and why it matters.
For AskLexy Screen, the message was built around a clear promise:
“We filter candidates before you talk to them.”
The product replaces early recruiter phone screens with an AI-led screening flow, helping recruiters assess communication, role fit, and interview continuity through a transcript-based process.
The Design Problem
Space content has a visual cliché problem — dark backgrounds, stock NASA imagery, generic blue gradients. It all looks the same. My real challenge wasn't "make it look good." It was "make it look like nothing else in this space while still feeling credible and serious."
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
Visual Direction
The visual identity used a focused palette of teal, cyan, deep navy, white, and soft gradients. This gave the content a modern, AI-forward look without becoming cold or overly technical.
I used:
Teal-to-blue gradients to create energy and depth
Deep navy for trust, contrast, and tech positioning
Large bold typography for instant readability
Soft glow effects and blurred abstract shapes to suggest AI and conversation
Grid systems, waveform lines, and flowing patterns to represent communication, data, and movement
Branded logo placement across every asset for recognition
The result was a flexible visual system that could shift between educational content, promotional posters, and product-launch communication while still feeling recognisably AskLexy.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
Design Decisions
Lead with the outcome, not the feature
Instead of beginning with “AI English speaking tool,” the posts begin with the result people want: better fluency, stronger listening, improved GD performance, or IELTS practice.
This makes the content feel more personal and less like a technical product announcement.
Make text do the visual work, Many social posts are viewed quickly and without sound. I used oversized headlines, short sentence structures, and contrast-heavy layouts so the message could be understood almost instantly.
The headline became the hero; visual elements supported it rather than competing with it.
Create variety without losing consistency, The work includes light backgrounds, dark campaign posters, gradients, grid layouts, large type, handwritten accents, UI-inspired search bars, and 3D cursor elements.
Although the compositions change, the colour system, logo placement, typography style, and AI-inspired visual language keep the campaign connected.
Design launch content like a story, For AskLexy Screen, I created a sequence of creatives that could explain the product in stages:
The recruiter’s problem
The product introduction
How the screening works
Why the product is trustworthy
The call to action
This helped turn a complex hiring product into a more understandable social-media narrative.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
Featured Campaign
AskLexy Screen is positioned for recruiters and employers as an AI-led screening experience that can replace initial phone screening calls. It uses a single screening session with multiple evaluations and provides transcript-based signals for recruiters to review.
The visual direction for this launch was more structured and high-contrast than the learner-focused posts.
I used:
A deep navy background to create a professional B2B tone
Grid lines to suggest structure and evaluation
Teal highlights to draw attention to key benefits
Phone mockups to make the product feel tangible
Large condensed typography for launch impact
Diagram-like layouts to simplify the product flow
The goal was to make the campaign feel like a serious product launch while still remaining visually energetic enough for social platforms.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
Key Creative Themes
English Speaking & Listening
A set of learner-focused posts designed around confidence, fluency, and speaking improvement. The designs use brighter gradients, softer compositions, and direct motivational copy.
IELTS Preparation
A poster-style creative focused on making AskLexy feel like a helpful companion in the IELTS preparation journey, rather than only another study tool.
GD Round Practice
A campaign visual designed around group discussion preparation. The search-bar interaction and cursor treatment reinforce the idea of finding a practical way to practise.
OET Exam Practice
A bold, high-contrast post created to promote free OET practice through AskLexy. The oversized typography and interactive cursor detail make the message feel immediate and digital.
AskLexy Screen Launch
A set of product-launch creatives that explain AI-led candidate screening for recruiters, including the core value proposition, product flow, trust layer, and free-to-start message.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
What I Learned
This project strengthened my understanding of social media design for a product-led startup.
I learned how to:
Turn technical AI features into audience-friendly messaging
Design for quick comprehension in a fast-scrolling environment
Adapt one brand system for both B2C learners and B2B recruiters
Use typography and hierarchy to make social content feel immediate
Create campaign consistency while keeping every post visually distinct
Think beyond aesthetics and design around product positioning
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
The Problem
Apogee's S-TIC had a powerful story to tell — India's space journey, its scientists, its missions. But most space publications felt cold, technical, and inaccessible. The content was rich but the presentation wasn't pulling people in. The brief was simple: make this feel like something people actually want to read, not just something they feel they should.
Project Name
AskLexy —Making AI-powered
learning and hiring feel clear
Project Name
AskLexy —Making AI-powered
learning and hiring feel clear
Category
Social media design, launch creatives,
campaign posters, thumbnails,
and carousel content
Category
Social media design, launch creatives,
campaign posters, thumbnails,
and carousel content
Platform
Instagram / Digital Campaigns
/ Launch Communication
Platform
Instagram / Digital Campaigns
/ Launch Communication
Year
2026
Year
2026
Tools
Figma / Adobe Illustrator / Canva
Tools
Figma / Adobe Illustrator / Canva
