FROM A NAME TO A LAUNCH SYSTEM
An expressive brand with a clear invitation: make something of the time you already have.
The challenge
Create an original brand and launch campaign that demonstrate strategic thinking and creative range. The audience hypothesis was busy, design-aware adults who want a satisfying creative activity without committing to a large new hobby.
The strategic decision
Position the kits around an accessible evening of making. The promise focuses on participation and the pleasure of a tangible result. “Make something of your downtime” establishes the brand idea; “Look what you did tonight” gives the launch a visible, human payoff.
The brand system
A rounded wordmark, expressive editorial type, and an aubergine, cobalt, tomato, and cream palette connect the collection. The system extends across three packaging fronts, social creative, a landing-page concept, and campaign imagery.
The launch plan
A proposed six-week launch moves from introducing the idea to demonstrating the kits and inviting participation. A hypothetical $5,000 learning budget and measurement model establish questions to test, rather than claiming sales or campaign performance.
What I made
A 12-page brand and launch book, editable strategy and copy, two outlined SVG wordmarks, three packaging-front concepts, three social designs, a landing-page mockup, and a film storyboard. The campaign photography was refined to make the printing process visually consistent.
What comes next
Customer interviews, prototype testing, supplier costing, and small creative tests would be needed to validate the audience, price, kit experience, and campaign. No research participants, customers, product sales, or launch results are represented here.
Independent portfolio concept created for Elizabeth Carpenter. Odd Hours is a fictional brand and working name. Imagery and drafting are AI-assisted. Packaging is conceptual, not production-ready. Prices, costs, schedules, and campaign metrics in the book are hypotheses.
