Crux

The Crux Timing Machine is a groundbreaking digital astrology tool that modernizes the ancient practice for everyday use. As part of our “Astrology Powered Life Technologies” brand strategy, this four-year project aimed to make astrology accessible to a mass audience. The challenge was transforming astrology’s complex charting system into a visually intuitive experience, leading to the development of a "Rosetta Stone" approach for brand identity, UX/UI, and content. Through extensive research, we identified perception and knowledge gaps, segmenting users into three groups to strategically introduce astrology via early adopters and tech influencers. Our iterative prototyping process leveraged live NASA data to simplify astrological charts, renaming them as LifeMaps, LifeSpaces, and Energies for clarity. The final design, inspired by light and space symbolism, integrates interactive features like RelationshipMaps, energy tracking, and shareable insights. Currently in development, the Crux Timing Machine is set to launch in Fall 2027.