The brief
The product existed. The name, the positioning, and the go-to-market did not. The team had built a solid local-discovery app for Muslim users and needed someone to help them figure out what to say, to whom, and in what order.
What we built
Naming, brand positioning, App Store listing copy, launch campaign, and press outreach. We ran a two-week soft launch to a private list before opening to the public — that seeded the first reviews and press coverage.
What I learned
The launch window is mostly a PR problem. Getting ten journalists to write the same week matters more than the campaign budget. We spent almost nothing on paid and hit 10k installs through organic press and word of mouth.