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00The studio

Most experiences are one moment away from being unforgettable.

The promise

Small moments. Enormous impact. We'll show you what you've been missing.

01Who we are

Two lenses on the same problem.

Some people learn to spot great ideas. For us it was never something we learned — it was something we were shaped into.

We grew up at the intersection of what's new and what's beautiful and what works. We were given something early that most people spend careers trying to develop: an instinct for where form and function meet, and a restlessness when they don't.

That restlessness is Toth Labs. We build what we would want to use. We solve the gaps we've lived ourselves. And because of that, the things we build tend to work — not just technically, but in the way they feel. Effortless. Considered. Worth sharing.

We've spent our careers on opposite sides of the same problem. Kathleen inside organizations — watching experiences fall just short of the thing that would have made people feel something. Michael at the engineering layer — seeing the technical possibility that nobody was picking up. When both of us are looking at the same thing, the gap and the solution become visible at once.

We don't just improve products. We find the one thing that makes them unforgettable.

02The team

Kathleen Toth

Experience Design Strategist

Kathleen has spent her career finding the human moment that existing products and organizations are leaving on the table — and building the infrastructure to capture it.

As Director of Experience Design at Weight Watchers, she built virtual programming systems, talent ecosystems, and behavior change frameworks from the ground up — work that sits at the intersection of product strategy, content design, and human psychology. Before that, she led instructor programming and talent management at SoulCycle, overseeing a team of 150+ across a portfolio of physical experiences.

She's worked across digital and IRL, startup pace and enterprise scale, talent strategy and product design. The throughline is always the same: she finds what's missing, then builds the thing that fills it.

Michael Toth

Software Engineer & Agentic Builder

Michael has been making technology do things it wasn't supposed to since he was a teenager. The instinct that turned an Xbox into a functioning computer in high school is the same one that scaffolds a production-ready AI pipeline in an afternoon.

He's a full stack software engineer and agentic builder — fluent in complex web applications, AI-powered pipelines, and the kind of autonomous systems most teams are still trying to understand. He works with Claude Code daily, at a depth and speed that compresses what takes a product team quarters into something closer to a weekend.

03What we do

Six ways we close the gap.

Experience Gap Analysis

We audit your end-to-end customer journey to identify the emotional moments that are missing, underleveraged, or left to chance. We find what your product and your customers are telling you that you haven't heard yet.

Moment Design

We design the specific interactions — digital or IRL, AI-powered or human — that elevate the overall experience. The rituals, transitions, and touchpoints that turn a transaction into something people remember.

AI Product Innovation

We identify where AI can transform your existing product or experience — and then we build it. Not a prototype. Not a deck. A production-ready pipeline, branded to your look and feel, tested and ready to integrate. You don't get a recommendation. You get the thing.

Blue Sky Concept Design

For companies ready to think beyond their current product roadmap. We design the future version of your experience — the one that makes people feel something they didn't expect.

Experience Strategy Consulting

For brands navigating a critical moment of transformation — whether digital, physical, or both. We bring strategic vision and operational instinct to close the gap between where you are and where you need to be.

IP Development & Licensing

We develop innovative product concepts and features independently and offer them to companies as ready-to-integrate solutions. You get the idea, the proof of concept, and the engineering to ship it.

04Proof of concept

A pie chart becomes an heirloom.

Give us what you have — a DNA report, or just what you remember about where your dog came from. We map the whole lineage, then render it as art.

  1. 01 · The data

    A breed breakdown nobody posts.

  2. 02 · The structure

    HuskyShepherdSamoyedCocker

    Every ancestor placed — three generations, branch by branch.

  3. 03 · The render

    The finished celestial family-tree render — the whole three-generation tree legible, every ancestor a portrait against a starlit gold ground.

    Brought to life in any style. Print-ready.

    • Celestial
    • Watercolor
    • Botanical
    • Line

We call this one Lineage— a pipeline we built in an afternoon. The point isn't dog DNA — it's that when we find a moment like this, we can build the thing that captures it, fast.

This is what Toth Labs does.

05Contact

Worth a conversation?

Small moments. Enormous impact. If something here resonates, we'd love to show you what you've been missing.

We'll read it like a note, not a ticket.