BAT

Four platforms, one app.

British American Tobacco was running four separate consumer platforms in Romania: glocircle.ro, tastemakers.ro, youniverse.ro and peprietenie.ro. The goal was to bring them into a single progressive app with one sign-on, so members could move between brands in one place and the community could grow.

Keeping every brand recognizable.

Each platform already had its own style and its own audience. The challenge was to harmonize them into one user-centric app without flattening what made each brand different. The audience is adults over 18 in Romania, from Baby Boomers to Gen Z, with a focus on young, educated early adopters.

A dark, content-first platform.

The work covered stakeholder interviews, wireframes, a responsive PWA and a custom icon set. The interface uses a dark theme that puts imagery and content first, and each brand keeps its own visual identity inside one consistent system. The app is built to grow membership, boost engagement across brands, personalize the experience and encourage upgrades to premium tiers.