Project: AfterHours — a moody, late-night skincare-adjacent lifestyle drop inspired by after-party culture and cinematic BTS energy.
Goal: Build a fully-fleshed launch system for a hypothetical brand entering the “nighttime ritual + vanity aesthetic” space.
Scope: GTM strategy, creative direction, scripts, wireframes, promos, and a full post-launch readout.
Role: End-to-end strategy + creative.
Timeline: 2 weeks.
After Hours: Digital-First Launch
1. Introduction & Context
What was the assignment?
Create a full launch for AfterHours including brand positioning, GTM strategy, content ecosystem, creative assets, email flow, and reporting.
What was the challenge?
The brand had no pre-existing equity — everything needed to be built from scratch: voice, visuals, product POV, and audience connection.
What was delivered?
A complete launch package: positioning → GTM → creative → promo system → reporting.
2. Project Overview
Where were we starting from?
A blank slate brand with no awareness, no defined audience, and no category foothold.
What were the gaps?
• No clear brand POV
• No storytelling framework
• No launch funnel
• No product “moment” to anchor hype
• No retention plan
3. The Problem
What was the proposed approach?
Create cinematic, creative-focused brand world that positions AfterHours as a scene.
How did the solution work?
• Build a strong brand thesis
• Create a cross-channel GTM plan
• Develop a mini-campaign
• Produce a full suite of creative assets and scripts
• Set up a promo structure to push conversions
4. The Solution
Engagement: Above benchmark across TikTok & IG due to storytelling, visual cohesion.
Email: Strong open rates from narrative-driven subject lines.
Sales: Conversion lifts during promotional “Night Line Bundle” window.
Influencers: High engagement due to flexible, interactive-friendly creative guidelines.
What does this show?
I can own the full lifecycle of a launch: strategy → creative → performance thinking.
5. The Goals
6. Process Timeline
• Week 1: Brand positioning + GTM strategy, creative concepts, scripts, wireframes
• Week 2: Promo buildout + email sequence, reporting framework + final deck
