Startup · Messaging Architecture · Consumer Launch

Situation: Flyhouse is a startup disrupting private aviation with a shared charter model. They were entering a high-consideration category where brand trust and product education were both at zero.

Task: Build a launch messaging framework that would address consumer barriers, establish brand credibility, and communicate product differentiators in an accessible, compelling way.

Action: Identified core emotional barriers (private aviation feels exclusive and opaque) and reframed shared charter as a smarter, more social way to fly. Defined RTBs across functional and emotional dimensions, mapped comms tasks by audience segment, and delivered a messaging guide used by creative, PR, and performance marketing teams.

Result: Launch generated 18K+ waitlist sign-ups in the first 60 days. Earned coverage in TechCrunch, Forbes, and Travel + Leisure. Early brand sentiment was 84% positive - above the 65% travel startup benchmark.

18K+ waitlist sign-ups · 84% positive brand sentiment · 3 tier-1 media placements