A 6 month nuclear brand building plan


TIME-PLACE: 6-MONTH NUCLEAR BRAND BUILDING PLAN


MONTH 1: 

 

 

 

FOUNDATION: Code, Identity, Arsenal



GOAL:

Define your world. Build the weapons. Plant the first seeds.




Week 1: Brand Code + Visual System


  • Finalize the Time-Place Code (5-7 mottos/laws).
  • Write them out like commandments. Print them. Tattoo them into the brand.
  • Pick 2 fonts + 3 colors. Set in stone.
  • Redesign website/socials to reflect secret society vibe (less loud, more mysterious, sharp).



Week 2: Create Physical Touchpoints


  • Sticker packs designed (Time-Place codes / logo / secret mission hints).
  • Packaging updated: include secret cards, special inscriptions inside frames, codes hidden in tiny fonts.
  • “Artifact Division” branding assets created. (Secret line assets.)



Week 3: Soft Cultural Weaponry


  • Start posting mysterious coded messages instead of regular ads.
  • Ex: Just a photo of sunglasses in black-and-white captioned:
    “See with conviction. See with clarity.”
  • No pricing. No begging.
    Mystery > Information.



Week 4: Early Secret Drops


  • Quietly send 5 loyal customers (and 5 future prospects) “Artifact Division” sample packages.
  • Tell them:
    “You were chosen. No explanation necessary.”






MONTH 2: 

First Punch: Public Disturbance



GOAL:

Make a loud, disruptive moment that wakes up the city and internet.




Week 5: Frame Amnesia Stunt Preparation


  • Build “Lose Your Ray-Bans” drop boxes. (Make them look scrappy but cool — plywood, spraypaint, mysterious messaging.)
  • Announce on socials:
    “Trade the old for vision. Coming soon.”
    NO DETAILS.



Week 6: Frame Amnesia Execution


  • Deploy the drop boxes at 3-5 locations across Jacksonville.
  • Film reactions. Interview people briefly.
  • Make a 60-second gritty video showing it.
  • Caption:
    “They traded the past for the future.”



Week 7: Drop a Micro-Collection


  • Release a limited frame — available for 7 days only.
  • Number each frame.
  • “Available to those who see the future.”



Week 8: Minimal Socials / Maximum Rumor


  • Post only customer-generated content and reactions.
  • Comment lightly: “The visionaries know.”



(You’re growing mystique.)





MONTH 3: 

Army Building: Micro-Ambassadors



GOAL:

Recruit real humans as soldiers of the brand.




Week 9: Announce “Time-Place Legion”


  • A secret ambassador program, invite-only.
  • Criteria:
    • Belief in the code.
    • Actions over followers.

  • Free exclusive drops and leaderboard glory, NOT cash.



Week 10: Ship First Missions


  • Mission 001: “Plant a sticker somewhere illegal-looking but safe. Send proof.”
  • Reward: free secret shirt or $50 frame credit.



Week 11: Public Praise of Legionnaires


  • Hall of Fame page created.
  • Post badass submissions.
  • Fans feel chosen — brand becomes experiential.



Week 12: Micro-Artifact Tease


  • Hint that those who complete more missions unlock unseen frames.






MONTH 4: 

Expand Territory: Regional Dominance



GOAL:

Become the most talked-about unknown brand in the region.




Week 13: Campus Guerilla Warfare


  • Deploy teams to local colleges: sticker campaigns, chalk codes on sidewalks, secret posters.



Week 14: Time-Place Vending Machines


  • Place a “fake” vending machine in a high-traffic area that dispenses mystery frames / stickers / codes.



Week 15: Hidden Pop-up


  • Rent a random tiny office space / laundromat / random storefront.
  • No signs. Just coordinates posted online:
    “For those who find it, the future awaits.”
  • Frames sold inside.



Week 16: Frame Destruction Contest


  • Fans record themselves destroying old cheap sunglasses in creative ways.
  • Best destruction wins “Lifetime Artifact Membership.”






MONTH 5: 

Raise the Stakes: Mythmaking



GOAL:

Embed Time-Place into mythology.




Week 17: Artifact Lore Series


  • Start posting fake history stories about your sunglasses.
    “This frame was found inside a time capsule in 1986.”
    “This frame survived a motorcycle crash on Highway 9.”



Week 18: Time-Place Code Booklets


  • Mini “handbook” PDFs given to real customers.
  • Physical versions tucked into orders. (Super lowkey.)



Week 19: Major Collaboration (Local but Iconic)


  • Collaborate with a small but cult-beloved figure — like a local skate legend, artist, or tattooist.



Week 20: Secret Project Tease


  • Hint that something nuclear drops soon.
  • Zero details.






MONTH 6: 

The First Nukes: Mass Mystique



GOAL:

Become too big to ignore.




Week 21: Artifact Division Major Drop


  • Release a secret, limited run.
  • Website passcode protected.
  • Only accessible through completing 2 Legion Missions.



Week 22: Citywide Poster Storm


  • 1 night only: posters everywhere saying:
    “SEE DIFFERENTLY. TIME-PLACE.”
    No website. No price. Just QR code.



Week 23: Founder Statement


  • Drop a manifesto written by YOU. Raw, unpolished.
  • Not about selling. About seeing the world differently.
  • Example Title: “Eyes Open. Heart Armored.”



Week 24: The Second Pop-Up: Aftershock


  • Bigger than the first.
  • A “Vision Celebration.”
  • Give away first Legion awards.
  • Sell new micro-drop at pop-up only.






FINAL PHASE:



You go from “just another sunglasses brand” to “I HAVE to be part of this or I’m missing out on history.”





SUMMARY NUCLEAR FORMULA:



Mystery + Disruption + Soldiers + Myth + Legacy = Cool.


No begging. No discounts. No dilution.

Relentless. Ruthless. Surgical.

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