But to understand what Focus really is, you need to understand where it came from.
This is Eduarda's story, our head of Marketing, and she'll tell it better than I ever could.
Hi, I’m Eduarda…
When I joined Apta, everyone already knew a lot about AI. They were producing 100% AI-generated videos, talking about tools I'd never heard of, and moving fast.
Really fast, then I felt lost.
There were days I'd walk into a meeting and feel like everyone knew something I didn't.
So much happening at once, understanding Apta, starting the publications, building a new routine, opening briefs for the designer.
And in the middle of all that, everyone seemed to be running while I was still trying to figure out where I stood.
Tabs piling up that I promised myself I'd read "later”, new tools every week, or platforms changing overnight. And me, Head of Marketing, feeling one step behind my own team.
In one of our daily meetings, I told Bruno about my idea of creating an automation in Claude to send me the top news of the day. That way, I could stay updated on everything, more easily.
When I brought this to him, our General Manager, his reaction was immediate: this is it. Not just your problem, the whole team needed.
He quickly looped in Renan Bez, our developer.
The platform was live inside our Slack the same day. At that point, just a bot.
Dan shared it with other agency owners and entrepreneurs. This was their reaction:
That's when we understood it wasn't just my pain. It was everyone's, anyone trying to keep up in a world that never slows down.
So it became our mission to make it available to everyone.
By 1:38 PM the demand had come in. By 2:05 PM, Bruno, Luiz, and Renan were already structuring how to make it available.
So the whole team stopped to work on every front.
The name changed from Apta News to Focus, and that concept stayed.
Renan, our developer, combined news aggregation techniques with AI to turn a flood of information into easy-to-digest messages delivered directly to Slack.
The challenge wasn't just building it, was turning a simple Claude bot skill into a real product that could be distributed anywhere.
He used well-established development techniques like PRDs and TDD to make sure it was built to last.
Tcharles, our Creative Director, built the visual identity from scratch. The process started with references from Pinterest and digital newspapers, looking for the visual language that made sense for this kind of product.
The newspaper became an external symbol, a frame representing a screen, with news being delivered digitally.
The font connects back to Apta's own identity, because even as a separate product, Focus needed to feel like it belonged.
Matheus, our video editor, built the launch video by recording the actual app experience, selecting news, setting delivery times, watching them arrive, and isolating each part into floating elements against Slack's color palette.
A 3D effect, a Focus Blur that worked like a real camera lens, and a spacial soundtrack that matched the feel of things floating in orbit.
A product video that looked like the product deserved.
The marketing started with the launch video and a landing page, and it's just the beginning of a campaign.
And commercially, it opens a new door: a product that any agency or company in a fast-moving industry can use to keep their team informed without the noise.
And now, I get my daily digest directly in my Slack. With the top news, and what used to take me 1 hour to stay updated — jumping between different sites — I can now do in just 15 minutes.
That's how Focus was born.
From a real pain, turned into a product in less than 24 hours, by a team that actually lives what it builds.
