Content + BrandFounderFounder

Launching a New Brand

No store, no list, no positioning, and a launch date

My own brand, Futhark, built with my co-founder · Shopify · Notion · Canva · Kit · Mailchimp · Pinterest · WordPress

Overview

A new clothing brand with nothing built and a date already chosen. Positioning, store, list, content and calendar all needed to exist at once, in the right order, made by one person.

It is also my own brand, so no launch plan got handed over and forgotten. Every drop, campaign and email since has run on the same system.

My Role

Read the sales, channel and customer data, and let it decide what came next
Defined the positioning — the look, the buyer, and the story that holds the two together
Built the Shopify store
Ran go-to-market for every seasonal drop and capsule collection, against a dated plan
Coordinated social, email and paid so each launch landed on all three at once
Set the ad budget and tracked what came back from it
Built the email programme — welcome sequence, newsletter, campaigns, discount capture, and the automations underneath
Wrote and produced the blog
Managed suppliers and content creators, and set up the analytics and the retention flows

screenshot · A new collection, live on the store. The photography, the product copy and the order the pieces appear in are all decisions, and they are made before the drop date rather than on it.

screenshot · Where the list starts. A discount code in exchange for an email address, with the pop-up timed so it does not arrive before somebody has seen anything worth signing up for.

My own brand, built with my co-founder. Everything below is the live work, captured as it is.

The next case file is yours.

Thirty minutes, no pitch. Tell me what's breaking and I'll tell you which of the three it is.

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