Give every launch piece the same direction.

State what is launching, who should notice, which action matters and which dates are fixed. Separate the core message from supporting detail so the campaign can work in both a small social tile and a longer landing page.

A campaign direction combines message, typography, colour, image treatment and composition. It should extend the existing identity where possible and explain when launch elements should give way to the main brand.

The landing page needs a focused promise, useful evidence and a clear next step. Confirm who supplies copy, development, analytics and any form or checkout connection. Design should include mobile layouts and important states.

List the exact channels and production sizes instead of asking for “social assets.” Define the number of concepts, copy variations, static or motion formats and whether future resizing is part of the project.

Campaign timelines need named reviewers and practical cut-off dates. Printing, media booking, platform submission and development can depend on outside suppliers, so responsibility for every handoff should be visible.

A launch handover may include editable templates, export presets, organised final files and a short guide. Confirm which tools the business can actually use and which source files require specialist software.

• List channels, formats and deadlines.
• Name copy, image and approval owners.
• Separate design from media spend and production.
• Document editable templates and export rules.