PACT: Next-gen Lead-gen

Sole designer on the account, in partnership with a copywriter and without creative direction above me: campaign creative across both phases, motion content, and the retargeting email flows.

PACT, a Boston-based startup founded by a senior MIT engineer, was launching the first full-feedback connected massager: adaptive hardware and software for health and fitness recovery. The task was a two-phase launch: a lead-generation campaign to build an audience of early sign-ups, followed a month later by the product launch converting them.

A premium, editorial system: warm neutrals, confident serif headlines and a concentric ripple motif drawn from the product's function, deliberately unlike the shouty aesthetic of the massage-gun category. Lead-gen creative sold the technology story; launch-phase content shifted heavily to video to carry more information in busy feeds; retargeting emails paired with lower-funnel ads closed the warm audience.