Pre-launch social
Five posts, the opening on Roebling, the heart that signs off every piece and the screen in the store.
Where we’re starting
Everything in this deck is built on a few things you told us. These are starting points, nothing is precious, and we’ll shape every piece with you.
Both the time they spend with us and the time we save them.
A heart that tells people it’s Laundry Leopard before they read a word.
Clever and warm, never at anyone else’s expense.
A welcoming room people actually want to be in.
Dim, warm and considered, in a way that’s ours. A room, not a utility.
A steady rhythm of small, quick pieces to garner excitement about the upcoming opening, not one big moment.
Eight lanes, three groups, one order
Every piece carries one or more of these, and the colored tags follow each lane through the rest of the deck. We lead with what matters most to the business.
Recurring, discounted, the customer we want most. Target around 10–30% of customers.
SHOWS UP AS Drop-and-go, folded bags, being a regular
Not day one. We tease it before it rolls out and never promise a date.
SHOWS UP AS The branded truck, “Hang on tight”
A first-in-market feature, shown as what it does for you, not as the machine.
SHOWS UP AS How your clothes come back
We give people their time back by investing in efficient machines that cut wash time. 45 pounds in about 45 minutes.
SHOWS UP AS Timers, in-and-out rhythm, time given back
A clean, welcoming room is a real reason to choose us. We show the contrast without calling anyone out.
SHOWS UP AS Spotless surfaces, the room itself
Every customer acknowledged within ten seconds, even from across the room. A Lil Leopards spot for kids, wifi for your workflow.
SHOWS UP AS “Hi, I’m here if you need me.”
Seats, stools and outlets. A third place that respects the time you’re in.
SHOWS UP AS Coffee, a chapter, the neighbors next door
Sayings and light copy. Seasoning, not the whole meal.
SHOWS UP AS A line, the proof, the heart
Brand Messaging Categories
Pulled from your tagline collection and sorted by lane. Flirty, never filthy. The bench stays ready for later rounds.
I brake for dirty laundry.Dirty in. Happy out.A little dirty is fun. A full hamper isn’t.
A little pressure looks good on you.Keep the charm. Lose the wrinkles.Hot date? We’ll handle the shirt.Dress like you had time to plan.Look sharp. Leave the ironing to us.
Leave your dirty laundry at the door. We’ll take it from there.You stay in. We’ll take it out.We’ll come for your laundry. You don’t even have to get dressed.We pick up where your hamper leaves off.A little less hauling. A lot more living.
Make it official with your hamper.More clean clothes. Less money per load.Remember to be a member.Your hamper is ready for a serious relationship.Laundry every week. Sticker shock never.The first rule of Laundry Leopard Club: tell everyone.Attached to the savings. Free of the laundry.A weekly relationship worth committing to.Your most dependable weekly date.Your laundry routine is ready to settle down.
Pre-launch
SHOOT + LAUNCH DATES TBDPosts that build in order: something is coming, what it looks like inside, what it sounds like, and the night the lights come on. All shot in the space, no actors needed.
Pre-launch social shoot
Five posts from two shoot days. Shoot dates are TBD until the building timeline is confirmed, so the plan counts in days from Shoot A. The five posts need no actors; a small cast joins only for the lifestyle block on Shoot B.
weekly
The build time-lapse, cut fast. The block finds out what’s behind the plastic.
A repeatable format from your own templates: a line, the plain proof, the heart.
The bridge mural above the dryers, revealed in one slow move.
Doors, water, steam and folding cut into a beat. Made for sound on.
The night before the doors open, the store wakes up.
A few hours with a small cast on Shoot B: totes on the street, coffee while it spins, the members card, delivery handoffs.
Four seconds, every time, so the heart becomes the thing people recognize.
Something’s moving in
The first post, made from the build time-lapse. A block that’s been walking past plastic sheeting finds out what’s behind it.
First frames of the time-lapse: the empty shell on the corner.
A clock ticking, sped up.
Speed through the build. Ceiling, slats, machines arrive.
Ticks turn into a beat.
Freeze on the most finished frame. Hold back the full room for later.
Beat drops out.
The mnemonic: one heartbeat, the leopard opens up, then the logo and Coming soon · Roebling, held.
One heartbeat, a breath, the door click.
Line · Proof · Heart
A format, not a one-off. Built from your own copy templates: the line does the flirting, the proof does the selling, the heart signs it. It runs as Stories and posts on a steady cadence, and on the storefront screen.
40 feet of Brooklyn
The Brooklyn Bridge mural, seen from Williamsburg, running 40 feet above the dryers. The hyperlocal moment, and the wall people will want to stand in front of.
Macro on the engraved texture. We don’t know what it is yet.
Room tone.
Pull back to reveal one bridge tower.
A slow swell.
Brooklyn.
One slow move along the whole mural, dryers below. Wide lens, true to the room’s size.
Swell holds.
the dryers.
Locked off: dryers in the bottom third, the bridge above.
A dryer door clicks shut.
The mnemonic: one heartbeat, the spots open, then the logo.
Heartbeat, then the door click.
Sound of Clean
Sound matters to this brand, so the store becomes the band. Every cut hits a real sound from the room until it plays like a track.
A hand pulls the washer door. Then again, on the beat.
The kick drum.
A finger hits start; the display answers 45:00.
The hi-hat.
Water and steam roll across the glass as the drum turns.
The swell.
Hands on a laptop, coffee beside it. The keys keep time.
The snare: keys clicking.
Hands smooth a clean, folded shirt. The heart appears.
The last hit.
The heart and logo come in over the bubbles end card.
The heartbeat is the final beat.
Lights on
The night before doors open, the store wakes up. Shot at the second shoot and held for the eve, so it plays as the reveal.
Black. A hand turns the switch.
Click.
Down the aisle as the pendants come on, row by row.
A hum swells with each row.
Along the row as the machines wake, one orange light at a time.
Each start is a drum hit.
Up to the bridge mural, now lit.
Room tone swells.
Outside: the lit leopard on the corner, door open.
Door chime.
The heart and logo come in over the bubbles end card.
Heartbeat, then the hum settles.
Instagram – pre-launch teaser grid
Laundromat
Our leopard has spots. Let’s get rid of yours.
laundryleopard.com/members
Content library stills, 3 shoot days, 1 launch event
Five pieces on a steady cadence, with Line · Proof · Heart repeating weekly. Shoot dates are TBD, so the plan counts in days from Shoot A. The soft launch is now targeted for November 16, which gives us more room to shoot and post.
How the heart works
One mnemonic signs off every piece: a heartbeat on the leopard’s nose that opens into the face, the name, then a line. Three ways to run it, each shown here with a different set of lines.
On the screen
A large LED screen in the front window, facing the street, runs a silent 16:9 loop: membership, offers from the neighbors, live machine status and the heart. Most of the loop belongs to local partners, set in our type and frame.
Thank you
These are suggestions to react to. Add notes anywhere, push back on anything, and we’ll shape the next round together.