TYVY New York.
A NoHo bag brand with a product in production and no public presence at all. We built the six-month launch runway: the strategy, the personas, the calendar, the kit, and the brand tone set dial by dial.
Headline
|A launch runway, December to May.
★ Runway manifest
|No. 2024 · TY · 001
- 01 Strategy pages, designed 32
- 02 Launch phases, December to May 3
- 03 Audience personas, built on wheels 5
- 04 Content pillars, weighted 4
- 05 Designed launch posts delivered 12
/ pre-launch strategy · Reliable PR & Marketing · Bakersfield, CA
★ Verified native, never projected
★ The brief
Launch the movement before the bag.
The product was still in production. The audience did not exist. The strategy's first job was building the tribe that would be waiting when the first Aviator shipped: six months, three phases, one movement.
★ The calendar
Six months, walked in order.
Discovery before tease, tease before launch. Every month had a goal, a plan, and an execution list before the account posted once.
Phase 1 · Discovery & Excitement
December
Brand refinement and research: voice, visual language, moodboards, and the competitive read before a single post goes out.
Phase 1 · Discovery & Excitement
January
The content bank and schedule: a library of graphics, reels, and photos mapped to every milestone through launch.
Phase 2 · Tease & Anticipation
February
Brand awareness and storytelling: the sustainability story, the versatility story, the voice finding its audience.
Phase 2 · Tease & Anticipation
March
The product teaser: behind the scenes of design and production, the details shown before the bag is named.
Phase 3 · Launch & Connection
April
The tease launch: countdowns, how-they-are-made stories, and beta testers wearing the bags in the wild.
Phase 3 · Launch & Connection
May
Launch: the reveal, full functionality, diverse perspectives, and the community the runway spent six months building.
★ Brand tone, visual
The brand, set by hand.
Before a single graphic was designed, the tone was dialed: warm but composed, more serious than playful, unapologetically loud, leaning luxurious, grounded in the literal. Every post in the kit obeys these five positions.
/ dot positions exactly as set on page 20 of the strategy
★ The artifact
The strategy, bound and designed.
Audience wheels for five personas, weighted content pillars, the feed mocked to the pixel, and a phased plan a founder can run without us.
Audience wheels, one per persona
Content pillars, weighted to the mission
The feed aesthetic, mocked to the pixel
Phase two: tease and anticipation
/ six of thirty-two pages shown · the full deck stays with tyvy
★ The launch kit
Not just the plan. The ammunition.
Twelve designed posts, the caption book, the phrase bank, and the stories and highlights kit, delivered ready to schedule.
Type A traveler or spontaneous jetsetter?
What makes TYVY different, taught early
The pre-order moment, in brand red
The feed, laid out before it existed
Stories and highlights, vision to mission
★ The aftermath
The bag is real.
Checked live in July 2026: tyvynyc.com ships the Aviator line, totes to cosmetic pouches. The brand is stocked online and in store at Wolf & Badger, and the feed posts daily, including from Paris Fashion Week.
The runway ended where a runway should: a working brand, walking on its own.
/ store, stockist, and feed verified live · july 2026
The Aviator line, shipping from tyvynyc.com
Paris finds, packed for the journey home
Strategist of record
Lauren Harris
Reliable PR & Marketing · Bakersfield, CA
You don't launch a bag. You launch the person who carries it, and the bag follows her out the door.
Lauren Harris
Co-founder · Lead strategist
The runway
6 months
3 phases · 5 personas · 1 movement
★ A note from the team
If you read this far, you might have a product that's ready before its audience is.
Pre-launch is our favorite kind of quiet. Nothing is public yet, which means the story, the audience, and the calendar can all be built right, before the first post ever goes out.
If your launch deserves a runway instead of a scramble, we can start with a thirty-minute conversation. No deck. No pitch. Just a real read on whether the work fits.
Lauren Harris
Co-founder · Lead strategist
She built the runway, month by month.
Christopher Harris
Co-founder · Operator
He runs the agency · chris@reliablepr.net
★ END ★
