By cataloging music by mood and activity, Spotify conquered a market place in which iTunes thrived. Avi partnered up with ex-pro hockey player, Corey Lucas, to make the same disruptive move to high-performance athletic training. 


Millennial and Gen-Z audiences mostly engage with content on their phones, where they use social apps like instagram and snapchat. We took this understanding and applied it to our strategy, design and execution, allowing it to influence everything from the app design to the business plan we helped shape.

Avi created an experience that connected Coach Corey Lucas with an audience in one click. Simple, streamlined, and user-friendly – we didn’t let technology stand in the way of great design.



Avi worked with Mentally Charged on designing everything from the: business model, educational series, through to product development, and dissemination.

Great design ensures that technology doesn’t ‘get in the way’, rather it amplifies one’s experience. This series provided Mentally Charged users a one-on-one connection to Coach Corey Lucas, keeping it authentic and feeling more personal.


With customization, we helped Corey leverage existing technologies and turn them a full user experience. A inter-connected user flow through: apps, automated e-mail system, web and social, increased views and grew MC a following. And we designed products that would allows Core to publish more and more content himself.

Empowering Corey to produce, run, and deliver his RAW Youtube Series, manage and update content through all properties, and engage his fans.


The Results:  MC established multiple digital products, 30K+ engaged users, and landed partner deals with some of the biggest sports brands in the industry.  A major accomplishment for a new idea.


Helping structure a business, form ideas and define products takes these services:



  • Business Model Design + Consulting
  • Brand Positioning
  • Brand Identity
  • Community Development Strategy
  • Communications Strategy
  • Program Planning


  • Art Direction
  • Visual Design
  • Creative Direction
  • User Experience Design


  • App design and development
  • Series Episode Programming

Content + MultiMedia

  • Scriptwriting
  • Episode planning
  • Ciriculum content experience
  • Photography
  • Video + Post Production
  • Animation + Motion

Start-Up Consulting

  • Interactive Planning
  • Experience Cordination
  • Business Design and Planning