By launch week, the design is done. What’s left is the part most studios rush: making sure everything arrives in the world exactly as it was meant to.
Here is how that week went for Pell Cycles, whose street campaign went up across the city in March. It’s the same week we run for every project, whatever it is.
Monday to Wednesday
We check every page, file and print proof against the real thing. Websites go through every browser we can find. Signs get printed at full size and taped to a wall.
For Pell that meant forty posters on the studio wall, at the size of a bus shelter. We stood back, walked past them at cycling speed and pulled the two that didn’t read in a second.
Thursday
Launch day. The whole team is in, the client is on a call, and nobody books a meeting for anything else.
On launch day, the only meeting is the launch.
Friday, and the two weeks after
We stay. Small fixes ship the same day, and we write the guide your team will use once we’ve gone.
The guide is short on purpose. It says which files are which, what the type and colours are, and the three mistakes we’d expect someone new to make. Pell’s fits on one sheet, folded into the poster tube.
