Vero Vision
AR you'd actually want to use.
Vero Vision
AR you'd actually want to use.
Vero Vision was an internal concept built around a question: what would AR look like in a camera app if it stopped trying so hard to be Snapchat? We sketched the answer.
The brief
Vero Vision is a concept design for an AR camera app with a premium lens experience. Apply AR lenses, record, share. The defining design choice was treating AR as a creative tool rather than a meme machine. We designed the iOS and Android concept across eight weeks of internal exploration.
What we solved
AR camera apps default to gimmicks: dog ears, face filters, anime eyes. The result is products that feel adolescent regardless of the user's age. Vero Vision had to feel like a tool a creative adult would actually use, with lenses that looked more like film effects than Halloween costumes.
How we got there
We designed the camera surface to lead with the lens preview rather than the controls. Lens categories are organized like film stocks: editorial portrait, documentary, dreamy daylight, low-light grain. The brand uses confident editorial typography paired with a deep palette that signals 'serious creative tool' rather than 'social toy'. Native AR rendering handles the actual augmented surface.
What we shipped
The Vero Vision concept lands on three primary tabs: capture (the AR camera surface), library (saved captures), and lenses (lens management and curation). Lenses are downloadable packages from a curated library, with new categories added monthly.
What changed for the client
Vero Vision was published as an internal concept and was featured in Apple's AR showcase as an example of AR done well. The concept generated meaningful inbound from creative-tool founders and helped position AXI as a serious option for the AR category.
Frequently asked.
Questions that come up most often when companies reach out about projects like this.
It's an AXI internal concept. We use concept work to explore design problems we find interesting and to attract more client work in adjacent categories like AR and creative tools.
Yes. We've shipped AR-adjacent experiences and concept work like Vero Vision. We handle the design of AR surfaces and the development of the camera flows on top of native AR rendering.
Lead with the preview, not the controls. Treat lenses like creative tools, not memes. Use restrained branding that signals 'professional camera' rather than 'social toy'. The same pattern applies across consumer and creative tooling.
AXI Launch for the initial fixed-price build for a focused AR app. AXI Studio for ongoing iteration as new lenses and features come into scope.
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