Introduction
Pueblo CRM is an in-house app design by Brave New Design, created for independent professionals who hate CRM. The core promise is relationship memory, not pipeline theater: track clients, contacts, and leads, follow lightweight engagements, and keep a practical work journal with checklists and scheduled follow-ups.
Project Overview
Pueblo CRM was designed as a calm, buy-once CRM for macOS and iOS. The app experience, marketing site, and support content all reinforce the same product direction: everything you need, nothing bloated — with private CloudKit sync, keyboard-first search, and no subscription.
A calm CRM for independents — free for 30 days, then yours forever
Objectives
- In-house app design
- Keep clients, contacts, and leads clean without bloated fields, with leads converting without losing origin context.
- Present every client as a chronological relationship timeline of journal entries, calls, meetings, and reminders.
- Lightweight work tracking
- Track meaningful work through simple engagement stages from idea to completed, with no forecasting theater.
- Attach short checklists to any record and review everything open in one Checklist page, with scheduled journal follow-ups and local reminders.
- Fast, private, buy-once foundation
- Make search keyboard-first (⌘K) so context is seconds away on macOS.
- Sync through the user's private CloudKit database — no Pueblo servers, no account — with CSV export and one purchase that unlocks editing forever.
Design & Development Highlights
- Relationship timeline: Each client reads like the story of the relationship, with lightweight filtering across journal entries, calls, meetings, and reminders.
- Engagements + checklists + scheduled follow-ups: Meaningful work moves through simple stages while per-record checklists and scheduled journal dates keep follow-through durable.
- Keyboard-first search: Global ⌘K search across clients, contacts, leads, engagements, and journal entries keeps context switching fast.
- Private CloudKit sync: Records sync across the user's Mac and iPhone through their own iCloud account, cached on-device for offline use.
- AI-agent CLI: A command-line interface lets the assistant the user already uses look things up and file notes against the same relationships and journal in the app — with no new account or server.
Reflection & Takeaways
Pueblo CRM shows how an in-house product can cover the full CRM job — capture, organize, review — while staying calm. By limiting the model to clients, contacts, leads, engagements, journal, and checklists, and grounding sync and pricing in user ownership (private CloudKit, buy once, CSV export), Brave New Design kept the product clear from UI to documentation.
Visit the Pueblo CRM page or contact us to talk about focused in-house product design.