Air

Air is the creative operations platform where teams organize, approve, and scale visual work across every channel. When Air set out to launch Canvas, its biggest product leap yet, it brought us in to do the foundational thinking: positioning, narrative architecture, and a messaging system the product story and go-to-market could be built on. And to do it agentically via our custom-build generative technologies. The (amazing) final design, copy, and advertising were then created by Air's own team.

The work was a focused one month sprint. Air has a strong product in a fast-moving category, and the opportunity for expansion was to help clarity their evolved value proposition at the top of the funnel.

We found potential users understood Air, and the Canvas addition, once it was explained to them. The opportunity was to make Air Canvas understood instantly, the moment someone landed.

This was a positioning challenge which required research, framing, and a messaging system the company could pull from. And fast.

This category is moving from storage to orchestration. AI had made content cheaper to produce, which meant the value was moving from "can we store and retreive this," to "can we find what we already made and use it everywhere it needs to go." That reframe became the spine of the strategy and memory became the defensibility. Then scale became the hook; the part an Air user can feel immediately.

We landed on drawing in potential users through what Air can do, then showing the depth underneath what makes it work.

There are also two core user bases using one system; creatives set the standard and make Air populated, and marketers scale the output. The relationship between the two is the product, and the messaging had to hold both without splitting in half.

We delivered a modular system rather than a single fixed message.

For the general top of funnel the messaging became, "Make It Once. Run It Everywhere." carries the general case.

For creative leaders Air led with, "Air keeps track. So you keep creating."

And for marketers got, "Multiply Your Creative" and “One approved design. A thousand on-brand deliverables."

Underneath each was the same positioning with different emphasis depending on the audience. We wrote it this down the funnel: campaign concepts, social bios, website mastheads, product modules, cold sales emails, and the opening of the Series C narrative. Overall we helped produce a complete set, ready to use.

We shipped the positioning as something Air's agents could read directly. The framework was structured as a set of self-contained files, each with a small chunk, sized to fit an LLM context window, with a manifest indexing everything and retrieval rules mapping tasks to the chunks they need.

For example, writing an ad pulls one set of files, and prepping a sales deck pulls another. It helps a strategic document becomes a layer the tools build from. For a company launching an AI-first product, the brand foundation arriving in the same form.

Canvas launched with the positioning live across the product, the go-to-market, and coincided with their funding announcement.

See the full experience at air.inc/canvas.