A new platform in a market crowded with lookalike apps, with no name, no identity, no site, and a fixed launch date that couldn't move.
We ran parallel tracks: naming and identity developed while the site was being built, with a flexible component system that let us ship 3 extra pages on the final day without new design.
We generated 40 names and tested 6 linguistically and legally.
We built a flexible visual system that scales without redesign.
We built the site alongside identity sign-off, saving two weeks.
Five weeks from an idea on paper to a working product. We didn't think that was possible.