Stables
Step into the world of Fantasy Horse Racing
Stables is a Web3 platform where each NFT you own represents a real racehorse that runs in real life, and Brand Appart took on its NFT website design and product experience. Players build their stable, train their horses, host their own races and invite friends, and compete in daily or seasonal events for rewards.
The mandate covered product design, UI/UX and interface design, a scalable design system, plus the branding and social visuals the team shared with its community. The brief behind all of it: bring the excitement of the track into the interface, not next to it.
The challenge
A token that is also a horse
Each NFT on Stables stands for a real racehorse running in real competitions. That claim is the whole product, and it is unusual enough that the interface had to make it feel concrete within seconds, not paragraphs.
More game than gallery
Most NFT platforms display assets. Stables asks players to train horses, grow a stable, host races and enter daily or seasonal events. That is gameplay depth, and it needs the information architecture of a game, not a marketplace.
The thrill has to survive the screen
Horse racing runs on noise, speed and crowds. A web platform has none of those by default, so design, motion and 3D had to rebuild the excitement of the track from scratch.
Brand Strategy
Racing first, token second.
An NFT project isn't a crypto pitch. It's a product that happens to use tokens. Stables leads with what a player actually does, compete, train, grow a stable, share races with friends, and lets ownership follow from the game rather than headline it. That order matters in Web3, where the fastest way to lose a racing fan is to open with the blockchain.
Brand Identity
Built to be shared.
The branding was designed for where it would actually live: the visuals the team pushed on social media, week after week. Elliot Collignon, CMO at PlayStable, put it plainly: "We worked together on branding and all the visuals we shared on social media. I only have good things to say about our collab with them."
With 3D and motion design in the mix, the world of Stables got a depth on the feed that a static logo could never carry.
Deliverable
An immersive product, and the system behind it.
We designed the product end to end: UI/UX, interface design and web design, held together by a scalable design system so the platform could grow without redesigning itself at every new feature. The same team covered creative and art direction, branding, and the 3D and motion work that gives the racing its weight.
It is the same logic we apply across our Web3 projects, including Varzii: the product carries the brand, and the system keeps both coherent as the roadmap moves.
Result
A new way to experience racing.
Stables reads as a racing product, not a token sale. Players understand the loop, build a stable, train, compete, earn, before anyone mentions the underlying technology, and the design system means new events and features slot into place instead of piling up.
The partnership held up on the client's side too: the CMO's verdict was that the collaboration, on branding and on every visual shared with the community, had been a great experience.
Testimonial
We worked together on branding and all the visuals we shared on social media. I only have good things to say about our collab with them, it’s been a great experience!
