Paper Route relaunch
Brand story and launch sequence for a small team returning to market.
All work
The brief.
A small team returning to market after a quiet year. The risk was sounding like a comeback; the goal was sounding like continuity.
We told the return as the next issue, not the new issue — same promise, sharper proof, and a launch cadence that respected old readers.
What moved.
How it ran.
Find the through-line
Archived issues showed the promise had never changed — only the proof had grown. We led with that.
Sequence the return
A four-note cadence: remember, show, invite, open. Each note earned the next.
Ship one page
The relaunch lived on a single page that answered every question a lapsed reader had, in order.
