B2B2C for RedLines
RedLines replaced the paper business card with proximity-based digital sharing and AI-driven connection matching - years before Apple and LinkedIn shipped the same idea.
Social Media
UX/UI & Branding
The Problem Nobody Saw Coming
Professional networking in 2017 still ran on paper cards with no digital follow-through.
Predicting Apple NameDrop 6 Years Early
Exchanging contact info between professionals still meant physical cards - easily lost, forgotten, or never followed up on. LinkedIn existed but had no proximity-based sharing, and phones had no native way to exchange details between people in the same room. That gap was the opportunity.
Sergio co-founded RedLines: proximity sharing, profile sync, and AI-matched connections.
As co-founder covering product strategy, design, and brand, Sergio built the app’s architecture and visual system, drawing on “The Red Strings of Fate” mythology for its red, organic, rounded-corner identity. The design deliberately echoed physical business-card proportions to ease the transition from paper to screen.
From Consumer to B2B SaaS
A freemium consumer app drove the network effects that made an enterprise tier compelling.
The free consumer app was never the business model - it was the distribution strategy. Critical mass made a B2B layer compelling: share analytics, engagement metrics, brand-customized cards, and team dashboards, following the same consumer-to-enterprise playbook as LinkedIn, Slack, and Dropbox.
Results & Launch
RedLines shipped in 10 weeks; its core UX was independently validated years later.
A 10-person team shipped RedLines’ first working version in 10 weeks with no outside funding. The company didn’t survive without funding through COVID, but LinkedIn’s QR sharing (2018) and Apple’s NameDrop (2023) - the exact mechanic RedLines built - validated the thinking years later: a product can fail commercially and still be right.
FAQ
