Launch creative kit: every asset a launch needs

What is inside

A 15-row asset matrix: every file a launch needs, its aspect ratio, and the one line it has to carry
The 7-day launch creative sprint, day by day, with a cut list for each day
15 copy-paste image prompts written as full briefs, not one-liners
15 launch headline patterns with the mechanism behind each
A 19-point pre-launch QA pass and a release cadence table for fixes, features and launches

The problem is not design, it is the list

Most launches do not fail on craft. They fail because nobody wrote down the list of files, so the hero image gets four rounds of polish and the email header gets made at 11pm the night before in a screenshot tool, at the wrong size, with type nobody can read on a phone.

A launch is a supply problem before it is a taste problem. You need one claim, one visual system, and roughly fifteen files derived from both. If you know the list on day one, a launch is a production run. If you discover the list as you go, it is a week of panic and the last four assets are visibly worse than the first two.

This kit is the list, in production order, with the briefs. It assumes you have no designer, you are shipping in about a week, and the thing you are launching is real software you can screenshot. Nothing here needs a design tool you do not already have.

One rule before anything else: decide your single claim and write it as one sentence in plain words before you open any image tool. Every asset in the matrix below is that sentence, compressed or expanded. If the sentence is vague, every file inherits the vagueness and no amount of gradient fixes it.

The launch asset matrix

Fifteen assets. Aspect ratios are the shapes these placements have used for a long time and are safe to design to, but every platform redesigns its feed eventually, so check the current spec on the day you upload. The last column is the one to read twice: it is where launches actually lose time.

Asset	Where it runs	Aspect ratio	What it must say	Who usually forgets it
OG / link preview card	Every shared link: Slack, iMessage, WhatsApp, Discord, LinkedIn, X	1.91:1 landscape, commonly 1200 x 630	Product name, the claim in under 7 words, logo. Nothing else.	Everyone. It is the most-seen asset of the launch and usually the last one made. It also renders at postage stamp size in Slack.
X post image	The launch thread, quote posts, replies	16:9 landscape for feed, 1:1 if you want more vertical space	One idea. A product surface plus a short headline.	Teams who crop a 1.91:1 OG card and let X cut the headline in half.
LinkedIn image	Founder post, company page post, employee reshares	1.91:1 for link posts, 1:1 or 4:5 for native image posts	The claim in business language plus a legible product surface.	Anyone posting the X asset unchanged. LinkedIn crops harder and the audience reads on mobile in a dense feed.
Product Hunt gallery	The PH listing, above and below the fold	Landscape, about 5:3. Confirm the current size in PH's uploader.	Frame 1 carries the whole pitch. Frames 2 to 6 carry one feature each.	Founders who upload raw app screenshots. PH thumbnails are small and unannotated UI reads as noise.
Hero screenshot	Homepage, PH gallery frame 1, blog header, press kit	16:10 or 16:9	The product doing its main job, with real-looking data.	Teams who ship a screenshot with lorem ipsum, an empty state, or a test account called 'asdf'.
30 second demo video	Homepage, PH, YouTube, the launch thread, sales follow-ups	16:9 landscape master	Problem in 3 seconds, the product doing the job by 10, one outcome by 25.	Everyone who records a 4 minute walkthrough and calls it a demo.
8 second teaser loop	X, Instagram, LinkedIn, the tease posts before launch day	1:1 or 9:16, silent, looping	One motion moment. No narration, burned captions only.	Teams who only make the long demo and have nothing to post on the three days before launch.
Carousel explainer	LinkedIn, Instagram, X image sets	4:5 or 1:1, 5 to 8 slides	Slide 1 is the hook, slides 2 to N are one idea each, last slide is the ask.	Anyone who makes slide 1 an agenda slide instead of the hook.
Changelog visual	Changelog page, in-app what's new, release email, docs	16:9	The feature name and one screenshot fragment. No hero treatment.	Teams who either skip it entirely or over-produce it. It is a reusable template, made once.
Email header	Launch email, release notes email, lifecycle sends	About 3:1 banner inside a 600px content width	Product name and the claim. It renders at roughly 600px wide and often with images blocked.	Everyone who designs at 1600px and never checks it at 600px with images off.
Press / blog header	The launch blog post, press kit, syndication, newsletters	16:9 or 2:1	Title-safe: it gets overlaid with a headline on some surfaces, so keep the centre clear.	Teams who put the headline in the image and then get it overlaid a second time by the blog template.
In-app announcement	Modal, banner or tooltip inside the product	16:9 small, or 4:3 for a modal	What changed, and the one button that takes them to it.	Product teams who announce the launch everywhere except to the users already logged in.
Vertical cut	Stories, Reels, Shorts, TikTok, vertical ad placements	9:16	The same demo beat, recut vertical with burned captions and a safe centre.	Anyone who letterboxes the 16:9 demo and ships black bars top and bottom.
README / docs banner	GitHub README, docs home, developer landing	About 3:1	Product name, one line, and nothing that breaks in dark mode.	Developer tools shipping a light-background banner that becomes a white slab in GitHub dark mode.
Launch day 'we are live' card	X, LinkedIn, Slack communities, Discord, the team channel	1:1 or 16:9	Three words and the logo. It exists to be reshared, not read.	Teams who write a paragraph on it. Reshared assets get a half second of attention.

The single most common launch creative failure: type too small to read in the feed

You design at 100 percent zoom on a 27 inch monitor. Your reader sees the asset at about 400px wide on a phone, in a scrolling feed, at an angle, in daylight. Almost every launch image made without a designer fails this one test. The fix is mechanical: after exporting, view the file at 25 percent zoom, or shrink the window until the image is the width of your thumb. If the headline is not readable at that size, it is not a headline, it is decoration. Practical floor: the main headline should occupy at least 6 percent of the image height as cap height, which on a 1200 x 630 card means roughly 38px or larger, and realistically 60px or larger. Two lines maximum. Cut words until it fits at that size rather than shrinking the type to fit the words. The same test applies to every screenshot you paste into a hero: if the UI text inside the screenshot matters, crop into it until it is legible, because a full desktop screenshot scaled into a social card is an unreadable grey rectangle.

7 more sections

Read the rest free.

A free Advibly account unlocks the full document and the download. No card needed, and you get 2 credits to try it on your own product.

What you unlock

A 15-row asset matrix: every file a launch needs, its aspect ratio, and the one line it has to carry
The 7-day launch creative sprint, day by day, with a cut list for each day
15 copy-paste image prompts written as full briefs, not one-liners
15 launch headline patterns with the mechanism behind each
A 19-point pre-launch QA pass and a release cadence table for fixes, features and launches

Free to start. See what a paid plan adds

Make the hero first, then derive the rest

Save your brand once, then generate the launch set from it: hero, OG card, feed images, carousel and vertical cuts, all inheriting the same colors, type and product framing. New accounts get 2 free starter credits, so you can see what your brand looks like before paying anything.

Generate your launch hero

Questions about this one

Fifteen files, but only three original compositions. The matrix in this kit lists fifteen placements; almost all of them are crops and recompositions of a 16:9 master, a 1:1 master and a 9:16 master. The OG card and the email header are the two that genuinely need their own layout because their proportions are wider than anything else you make.

The OG link preview card, then the hero. The OG card is the asset that renders every time anyone shares your URL anywhere, so it is seen by people who have not yet decided to visit. The hero is seen by people who already did. If you have a second day, add the 30 second demo.

They are the shapes these placements have used for a long time and are safe to design to, but platforms redesign their feeds and their uploaders. Confirm the current specification in the tool you are actually uploading to on the day you export, and keep everything important inside the centre 80 percent of the frame so a spec change costs you a crop rather than a redesign.

Not for a small one. The cadence table in this kit maps release size to production budget: a patch gets a sentence, a small improvement gets one changelog card, a minor feature gets a still plus a short silent screen loop, and only a headline feature or a full launch earns a 30 second demo. Treating every release like a launch is the fastest way to stop shipping either.

The stills, yes, if you feed the model real screenshots as references and write full briefs rather than one-line prompts, which is why every prompt here specifies composition, lighting, palette, typography and exact text. The screen recording at the centre of your demo should still be a real recording of your real product. Generated interface footage is not a substitute for showing the thing working.

Pricing is one dollar per credit. A 1K image is about 0.1 credits and an 8 second 720p video is about 2.1 credits, both approximate and varying by model, resolution and duration. New accounts get 2 free starter credits to test the output first. Create is 29 dollars a month with 30 credits, Publish is 59 dollars a month with 40 credits and up to 5 brands plus scheduling.

The launch creative kit

What is inside

The problem is not design, it is the list

The launch asset matrix

Read the rest free.

Make the hero first, then derive the rest

Questions about this one

More in the library

The App Store screenshot playbook

The 30-day creative calendar for an ecommerce brand

The agent creative playbook

Free tools that pair with this

AI Image Prompt Generator

Aspect Ratio Calculator

LinkedIn Headline Generator

Video resizer

Video trimmer