Challenge
Everyone gets great recommendations. Nobody remembers them.
A friend mentions a film you have to see. Someone texts you a restaurant. A podcast episode sends you down a rabbit hole of book recommendations. And then — it's gone. Buried in a chat thread, lost in a notes app, forgotten entirely by the time you're actually looking for something to watch.
The problem isn't that people don't get good recommendations. It's that there's nowhere worth keeping them. The tools that exist feel like filing systems — functional at best, joyless at worst. The social feeds that could surface them are too noisy to be useful. And none of them capture the thing that makes a recommendation valuable in the first place: who gave it to you, and why.
The challenge was building something that solved this problem without making it feel like a problem being solved. An app that people would actually use — not because it was useful, but because it was enjoyable. Something that felt less like organizing and more like curating.
What we did
Concept, brand, and full app design — built as an original product
Soon is not a client project. It's a product Most Studios built for ourselves — which meant complete creative freedom and complete creative responsibility. Every decision, from product strategy to interaction design to brand identity, was ours to make and ours to live with.
The product philosophy came first. We wanted adding an item to feel rewarding, not administrative. Every time you save a recommendation, it should feel like you're curating your life — building something worth returning to. The experience had to be instant and seamless on the input side, and rich and satisfying on the output side. The moment you type a title, Soon completes your sentence and surfaces it with full details, imagery, and context. It feels less like data entry and more like discovery.
The social layer was designed around a specific insight: we don't want to see what everyone is watching — we want to know what our tastiest friends are into. Soon filters out the noise of broad social feeds and replaces it with a curated window into the recommendations of the people whose taste you actually value. Conversations about what to read, watch, and do next — finally with a place to live.
The brand was built around the eyes — a visual identity that captures curiosity, anticipation, and the particular pleasure of always having something to look forward to. Warm, joyful, and unmistakably human. The brand expression — Keep an eye out — is both an instruction and a feeling.
Result
A best-in-class app for keeping track of recommendations — fun, beautiful, and easy to use
Soon launched to strong user response and stands as one of the clearest expressions of what Most Studios believes good product design should feel like: something that makes a small but real part of life better, and does it with enough craft and care that you actually notice. For a studio that works with other people's products every day, building one of our own kept us honest about what great design actually demands.