Six disciplines, six horizontal rows. No card grid — just the warp and weft of integrated marketing.
The long table is clear except for a stack of briefs and a pencil cup. Someone reads the first line of a new enquiry aloud. The problem, as it appears on paper, is almost always the same: too many messages, not enough structure. Loomwork is how we name what we do before we name what it costs in time.
Every discipline ends with a marked document, not a verbal summary.
01
Campaign architecture
We build the spine of a campaign before creative production begins. Audience segments are named and prioritised. The story arc is written in plain language — awareness, consideration, decision — with explicit transitions between phases.
You receive a campaign architecture document that internal teams, media agencies and freelance specialists can follow without re-interpreting the brief. Channel roles are assigned early so paid, owned and earned work in sequence rather than competition.
02
Creative direction
Visual and verbal language are set together. We define tone, typographic restraint, photography direction and colour behaviour — always in relation to the campaign spine, never as decoration.
The deliverable is a creative direction pack: reference images with annotations, a do-and-do-not list, and sample headlines that demonstrate range without drift. Production partners receive something they can execute against.
03
Channel orchestration
Channels are sequenced, not stacked. We map what each channel must say, what it must not repeat, and when it goes live relative to the others. Paid media across Meta and TikTok, email, web, events and partner comms each get a defined role.
The output is a channel mix matrix with hand-off notes — who owns which asset, which approval gate applies, and what happens if a channel underperforms mid-campaign.
04
Content systems
Content is organised as a system, not a calendar of one-off posts. We define content pillars, format families and an editorial skeleton that your team can populate for quarters ahead.
Each pillar connects back to the campaign spine. Formats are chosen for production efficiency — not every piece needs a bespoke shoot. You leave with a content system outline and a sample editorial calendar for the first eight weeks.
05
Launch communications
Launch week is choreographed in writing before it arrives. Internal announcements, partner briefings, press angles, social sequencing and customer email — each timed and owned.
We produce a launch communications checklist with owner assignments, draft message hierarchy and contingency notes for common delays. Nothing relies on a group chat at midnight.
06
Brand narrative
When message drift is the underlying problem, we work on brand narrative: one position, one hierarchy, one voice document that travels across sales, marketing and product.
The narrative is tested against real channel constraints — a LinkedIn post, a sales deck slide, a product page headline — so it survives contact with production rather than living only in strategy slides.
Voice guidelines include sample sentences in approved and unapproved forms. Teams reference these when writing without studio involvement between sessions.
Channel orchestration begins on paper, not in a platform dashboard.
Engagement shapes for these disciplines are described on Weaves. Questions about scope sit in Forethought.
Each discipline can stand alone or combine within a sprint or retainer. Campaign architecture and brand narrative often arrive together when message drift is the underlying problem. Channel orchestration and launch communications typically follow once the spine is agreed.
We do not sell disciplines as a menu of isolated tasks. The loomwork reflects how integrated marketing actually runs — one thread pulled affects the others. Your scope document names which rows apply to your engagement.
Content systems and launch communications often pair with campaign architecture in the same sprint. Brand narrative may precede everything else when the brief describes message drift rather than a dated launch. We recommend shape after reading your materials, not before.
