How We Work
Build. Launch. Grow. The method behind 500 launches.
Three phases. One team. A repeatable system for turning a product into a brand that scales.
The Method
Build Launch Grow
Blazon has run 500+ launches. Over ten years, the method has been refined, tested and rewritten. What remains is a three-phase system that applies to any product category, any commercial model, any launch channel.
Build
6–24 weeks. Creates the foundation: research, positioning, pre-launch audience, campaign page, video, ad creative, PR embargo, influencer contracting.
Launch
30–45 days of coordinated execution. Everything fires to a calendar. Email, paid, PR and influencer activations hit in sequence. Daily dashboard tracks every metric.
Grow
12–24+ months. Post-campaign Shopify DTC, InDemand, scaled paid acquisition, Klaviyo lifecycle, retention. The business that compounds after the launch ends.
Phase 01 · Weeks 1–24
Build is where the launch is engineered to succeed.
Every launch we run starts with 6 to 24 weeks of Build work. Market research defines who the buyer actually is. Positioning creates the one-sentence articulation of why this product matters. Pricing and reward tier engineering turns the commercial model into something that funds and scales.
Shopify pre-launch stores go live to capture early demand. Waitlist funnels convert traffic into qualified email sign-ups. Campaign pages get designed around conversion, not aesthetics. Video shoots happen in Build, not Launch. Ad creative gets produced and pre-tested so paid media is hot on day one. PR embargo targets get briefed 6 to 8 weeks before go-live. Build is the phase where patience pays.
Research & Positioning
Buyer definition, competitive landscape, one-sentence articulation, pricing architecture, reward tier engineering.
Pre-Launch Audience
Shopify pre-launch store, waitlist funnel, paid acquisition for qualified leads, email nurture sequences.
Creative & Production
Campaign page design, hero video, product photography, ad creative kit tested on cold traffic before launch.
Launch Readiness
PR embargo targets briefed, influencer partnerships contracted, launch day activation plan signed off.
Case In Point
Pillo Health: a 40,000-strong pre-launch list.
Blazon built the Pillo Health pre-launch list to 40,000 qualified emails before the Kickstarter opened. The campaign funded in the first 24 hours. Eighteen months later, the company was acquired by Stanley Black & Decker. Build is the phase that creates those outcomes.
Read the Pillo Health case study →Phase 02 · Days 1–45
Launch is 30 to 45 days of compressed, coordinated execution.
Launch day arrives with a pre-built audience, an approved campaign, a kitted-out ad account, press embargoes set to drop, influencers briefed, and email sequences scheduled.
The first 48 hours decide the trajectory. For Kickstarter, early funding velocity triggers algorithmic amplification. For DTC, early conversion proves the paid funnel and unlocks budget scaling. For SaaS Product Hunt launches, the first hour of upvotes locks top-3 momentum that drives the rest of the day. Everything runs to a calendar. Launch is where Build gets cashed in.
Campaign Live
Campaign page live and converting. Daily dashboard tracking funding, revenue, CAC and sentiment.
Paid Scaling
Paid media scales against real ROAS. Creative rotation tuned daily. Budget pacing against funnel health.
PR & Influencer
Tier-one and tier-two press land on embargo. Influencer activations fire in pre-briefed sequence.
Backer Comms
Daily updates to backers. Stretch goals and milestone unlocks timed against funding velocity.
Case In Point
Filippo Loreti: $5.1M in 30 days.
The Filippo Loreti Kickstarter hit top 5 of all time in the watch category. Coordinated paid media, PR embargo, video production and campaign management delivered full funding in 72 hours, then sustained velocity across the full 30-day window.
Read the Filippo Loreti case study →Phase 03 · Months 2–24
Grow turns the launch moment into a compounding business.
The launch is the event. Grow is the business that remains after the launch ends. Post-campaign Shopify DTC transitions. Late-pledge capture via InDemand or BackerKit. Paid acquisition scaled to break-even ROAS, then scaled again. Email lifecycle flows automated so revenue keeps flowing without daily intervention.
For hardware and crowdfunding, Grow is where most of the commercial upside lives. Filippo Loreti raised $5.1M on Kickstarter; the DTC business that followed is worth multiples of that. For SaaS and DTC, Grow is the phase where paid, content, email, retention and product-led growth compound into a scalable business.
InDemand & BackerKit
Late-pledge capture. Pre-order pipeline. Fulfilment survey flows. Pledge manager setup and optimisation.
Shopify DTC Scale
Post-campaign store live. Paid acquisition to target ROAS. Email at 25–40% of revenue. Retention programmes.
Category Extension
Second SKU or category launch. International expansion. Retail or enterprise pipeline development.
Compounding
12–24 month growth trajectory. Operator-level reporting. Strategic review against commercial targets.
Case In Point
Rens: seven-figure DTC, 30%+ email revenue.
Blazon scaled Rens from early-stage DTC to seven-figure revenue across multiple European markets. The Klaviyo email channel alone became 30%+ of total revenue. Grow is where the campaign becomes a business.
Read the Rens case study →How We Engage
Three ways to work with Blazon.
From $15,000. Full launches typically $25,000–$150,000.
Project
Fixed-scope launch. Defined deliverables, timeline and fee. 3–6 months. Typical fee $15K–$80K. Used for single-channel launches, campaign sprints, or defined Build phases.
Retainer
Ongoing monthly engagement for paid, email, content and optimisation. 6–24 months. Typical fee $8K–$25K per month plus ad spend. Used for post-launch Grow work and sustained DTC scaling.
Full-Stack Launch
End-to-end Build + Launch + Grow. Combines project and retainer. 9–18 months. Typical fee $50K–$150K+. Used for flagship hardware, consumer tech and healthtech launches.
Your Team
Senior operators. No layered agency structure.
Every engagement is staffed with senior operators who have run launches end-to-end. No junior account manager layer. No handoffs between strategy and execution.
Strategy Lead
Owns the launch plan, positioning and commercial targets. 10+ years running launches.
Campaign Manager
Day-to-day coordination across channels. Senior campaign operator who runs the calendar.
Creative Director
Owns visual system, video direction, brand coherence across campaign and post-campaign.
Paid Media Lead
Meta, Google, TikTok buying and creative testing. Scales against funnel economics.
Email Lead
Klaviyo flows, broadcasts and SMS integration. Revenue contribution ownership.
PR Lead
Tier-one and tier-two press outreach, embargo coordination, ongoing coverage.
Shopify Developer
Builds, maintains and optimises the store. Integration layer across the stack.
Producer / PM
Project management, delivery coordination, client comms, reporting cadence.
The First 90 Days
What the first 90 days look like.
Kickoff
Strategy deep dive. Positioning session. Access setup across paid, email, Shopify, analytics.
Strategy locked
Positioning document delivered. Creative direction agreed. Campaign page outlined. Video script approved. PR target list signed off.
Pre-launch live
Shopify pre-launch store live. Waitlist funnel active. Ad creative in production. Email welcome flow shipping.
Testing hot
Paid campaigns live on cold traffic for creative testing. Landing page A/B active. CAC baseline established.
Finals
Campaign page design finalised. Video rough cut approved. PR embargo briefings start. Influencer seeding.
Launch
Assets locked. Budgets approved. Team briefed. Campaign goes live. Coordinated activation. Stretch goals unlock.
Why It Works
The method is the moat.
Agencies that win one launch get lucky. Agencies that win 500 launches have a method. Blazon's method works because it treats launch as a system of interdependent channels that have to fire on a coordinated calendar, not as a series of disconnected campaigns that share a client.
Pre-launch audience feeds launch conversion. Launch conversion feeds PR coverage. PR feeds paid creative. Paid feeds Shopify traffic. Shopify feeds email lifecycle. Email feeds retention. Retention feeds LTV. LTV funds the next launch. One channel misfiring compounds. Every channel firing compounds harder.
FAQ
How engagements work.
How long does a typical Blazon engagement last?
Launch projects 3 to 6 months. Full-stack Build + Launch + Grow engagements 9 to 18 months. Ongoing retainers 6 to 24+ months.
What is the minimum engagement size?
From $15,000. Full launches typically $25,000–$150,000. We do not take engagements under $10,000 because setup overhead outweighs the value we can deliver.
Do you work with in-house teams or replace them?
Both. Most clients have some in-house marketing or ecommerce capability. We integrate with in-house teams, take the channels where the gaps are, and train where the client wants to bring capability back in-house post-engagement.
What happens if the launch under-performs?
We run a post-mortem, identify what caused the gap, and rebuild the approach with the client. Under-performance is almost always traceable to a specific channel or execution gap that can be fixed. We stay with clients through the fix because reputation compounds.
What does first engagement look like?
30-minute strategy call to pressure-test fit. If there is a fit, a scoping call (60 minutes) to align on objectives and scope. Written proposal within 5 business days. Kickoff within 2 weeks of proposal sign-off.
Ready to launch?
Let’s talk about your launch.
30-minute strategy call. Free. We’ll walk through your launch and tell you honestly whether we’re the right fit.