To build anticipation for the launch of Telepathic Instruments, we created a months-long teaser campaign inspired by the pixelated GUI of Orchid, the first product. What began as interface design became the foundation for the brand’s visual identity.

Instead of relying on traditional campaign tactics of ad spend and channel saturation, we seeded cryptic clues online, built an engaged Patreon community of 11,000 fans (and an email database of 80,000), and withheld demos and details to fuel speculation. Rather than describing the product in technical terms, we framed it as an "ideas machine" that helps you "find what's on your mind. When it launched, Orchid sold out in 3.5 minutes.