Mental Reps Co. is the children’s brand from Lauren Johnson, who served as the Mental Conditioning Coordinator for the New York Yankees and has worked with some of the world’s top CEOs, athletes, and organizations. With Mental Reps, she brings that same elite-performance training to the next generation: a company dedicated to developing mental resilience in children.

Kue took the brand from Figma to a fully built Shopify storefront, translating the design system into a site that feels warm and playful for parents while carrying the credibility of a founder who trains professional athletes. We also animated the brand’s characters, giving them movement and personality so kids meet them as friends rather than illustrations. The build gives Lauren a commerce platform she can grow into as Mental Reps expands its products, content, and community.