{
  "category": "Branding & Creative",
  "id": "edc-launch-creative",
  "title": "Everyday Carry Launch Creative",
  "industry": "Consumer goods",
  "platforms": [
    "Brand strategy",
    "Meta",
    "Website"
  ],
  "audience": "People who value compact, practical everyday carry gear.",
  "challenge": "A new product needs a useful reason to exist beyond tactical styling.",
  "headline": "Carry what earns its place.",
  "output": {
    "Position": "A compact organizer built around the few items you reach for every day.",
    "Launch headline": "Your essentials. In the right place.",
    "Product story": "Show the daily loadout, how each pocket works and how the organizer moves between bags.",
    "Creative directions": [
      "Clean tabletop loadout",
      "In-hand scale reference",
      "Real bag transfer sequence"
    ],
    "Voice": "Specific about dimensions, materials and use. Avoid survival or durability claims without product evidence."
  },
  "rows": [
    [
      "Utility",
      "Find the item quickly",
      "Pocket demonstration"
    ],
    [
      "Fit",
      "Understand actual scale",
      "In-hand photograph brief"
    ],
    [
      "Routine",
      "Move between work and travel",
      "Bag transfer sequence"
    ]
  ],
  "measurement": "Use message comprehension, product page engagement and qualified purchase interest to compare directions.",
  "qa": "Validate all capacity and material statements against the product specification. Use actual product photography before production launch.",
  "status": "Illustrative concept",
  "origin": "New addition",
  "description": "A new product needs a useful reason to exist beyond tactical styling.",
  "subtitle": "A new product needs a useful reason to exist beyond tactical styling.",
  "deliverable": "Messaging and creative system",
  "tags": [
    "Brand strategy",
    "Meta",
    "Website",
    "Consumer goods",
    "Messaging and creative system"
  ],
  "type": "interactive",
  "src": "projects/edc-launch-creative.html",
  "number": 54,
  "color": "#eda6b8"
}