A launch isn't a moment. It's a 12-week clock.
Most brand launches collapse the day after the launch post. Real launches are integrated systems — paid, organic, PR, email, partnerships, retail — running on a 12-week clock with a single owner. We design the launch, build the system, and run the first 12 weeks alongside your team.
What we run.
- 01Launch strategy — story, audience, sequencing, success metrics
- 02Pre-launch build — waitlist, teaser, partner activation
- 03Launch week — integrated paid, PR, organic, email, partnerships
Full surface area below ↓
Why most launches underperform.
Brand work fails for predictable reasons. Here's what we see most — and how we engineer around it.
Launch as a single moment, not a system
Big launch day with PR push and a viral video. Day 2 the channels go quiet. There was no pre-launch build, no day-2-through-90 plan, no measurement architecture.
Channels operate in silos
Paid runs paid. PR runs PR. Influencers run influencers. The audience experiences four different brand impressions in a week and the system never compounds.
Pre-launch capacity wasted
Two weeks before launch, the only people who care are already-customers. That's the highest-conversion audience and most launches don't even build a waitlist for them.
Measurement is anecdotal
Launch reports are vibes. “The launch felt big.” The fix is a measurement architecture set up before launch — not after — with named primary, secondary, and disqualifying metrics.
What we run.
Senior-only delivery. The strategist, identity lead, and writer on your project have all shipped at scale.
16 weeks total. 4 pre, 12 post..
Project-priced. Scope-locked. Senior operators from kickoff to handoff.
Launch architecture
Story, audience tiers, sequencing, success metrics. We name the primary metric, the secondary metric, and the metrics we'll explicitly ignore. Launch architecture sits on one page.
Pre-launch (4 weeks)
Waitlist activation. Teaser drops. Partner and influencer activation. Embargoed press outreach. Email and existing-customer warming. Most of the launch happens before launch day.
Launch week
Integrated push: paid (3 platforms), PR drops, organic across all owned channels, partner amplification, retail or app-store push if relevant. Daily standup, daily measurement readout.
12-week run + retro
Sustained narrative, weekly measurement readout, paid optimisation, content cadence, PR follow-up. Final 2 weeks: retro + handoff to your operating team with system + playbook.
Concrete deliverables. Nothing vague.
Working artifacts your team uses weekly — not glossy decks parked on a shared drive.
- 01Launch architecture one-pager
- 02Pre-launch system (waitlist, teaser drops, partner activation)
- 03Launch week integrated plan + creative across all channels
- 04PR kit (press release, exec prep, embargo list, pitches)
- 0512-week post-launch plan with weekly measurement
- 06Cross-channel creative (paid / organic / PR / email)
- 07Partner + influencer activation playbook
- 08Launch retro + handoff doc
What founders ask before signing.
Can you launch on a tighter timeline than 16 weeks?
We've done 8 weeks (4 pre + 4 post). Anything tighter compresses pre-launch warming, which is where most of the lift comes from. We'll tell you honestly if a tight timeline is the constraint that breaks the launch.
Do you handle paid execution during launch?
Yes. Our Performance practice (Paid Search, Paid Social, Marketplaces) plugs in for launch execution. Or we coordinate with your existing agency — we don't force the bundle.
What about retail or app store launches?
Retail (Whole Foods, Target, Sephora, etc.) and app store (App Store, Play Store) launches have their own pre-launch playbook layered on top. We've shipped both; scope as needed.
How do you measure a launch honestly?
Pre-defined primary metric (e.g. waitlist conversion), secondary metric (e.g. media share-of-voice), disqualifying metrics (vanity reach numbers we won't celebrate). Measurement architecture is locked before launch — not after.
Two ways in.
Both low-risk.
Start a brand project
Tell us about the project, the deadline, the budget band, and the stage. We'll come back in 24h with a scope, a proposed team, and a kickoff slot. No pitch deck. No procurement gauntlet.
- 5-step inquiry — under 4 minutes
- Scope + team proposal in 24h
- Senior operators from kickoff
- Project-priced, scope-locked
30-min discovery.
No slides.
Walk us through where the brand is and what you're trying to ship. We'll surface the real constraint and the honest scope on the call. No follow-up sequences, no pitch deck.
- 30 minutes max
- Honest scope estimate live
- Specific recommendation, even if not us
- Zero follow-up sequences