Distribution is design: a manifesto
Most agencies treat distribution as an afterthought. We treat it as the first constraint.
Most agencies treat distribution as an afterthought — something the media team handles once the creative is "done." We think that's wrong.
Distribution shapes the creative. The format, the length, the hook, the caption — all of it is downstream of where it's going to live and who's going to see it. Designing in a vacuum is a recipe for beautiful work that dies in a CMS.
In our process, distribution is part of the brief from day one. Before we write a line of copy, we know the platforms, the formats, the algorithms, the audiences, the cadence. The creative comes after.
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