Product marketing assets: the launch kit every team needs

The product marketing assets every launch needs fit on one list: an Open Graph image for the launch page, social posts for each channel, an email header, a blog banner, a few slides for sales and the all hands, and a short countdown or teaser. Make them all from one key visual, at the right sizes, before launch week. That single habit removes most launch day panic and makes the release look like one coordinated event instead of six people's interpretations.

The launch kit checklist

Copy this into your launch document and assign an owner to each row. Sizes follow each platform's recommended upload size.

Start from one key visual

A key visual is the one image the launch is built around: a headline, a product moment and a background, composed once. Every other asset is that visual laid out again for a new shape. It is how big launches stay coherent, and it is equally useful for a two person team.

This is where most of the hours go. A tool that turns one design into every size keeps the headline, the background and the hierarchy intact as the shape changes. Copy a design to every size shows how it works in Gradiently (resizing to every size is a Pro feature), where a Mark background is rendered fresh for each format rather than stretched.

Write the launch message before the pixels

1. 1

   One line

   What is new, in under eight words. "Reports, rebuilt." If the team cannot agree on the line, the assets will disagree too.

2. 2

   Three proof points

   Specific things the release does. These become carousel slides, email sections and the inside of the deck.

3. 3

   One action

   Try it, read the post, book a demo. Pick one per asset and use the same words everywhere.

4. 4

   Lock it

   Agree the copy a few days before launch. Design changes are cheap; copy changes ripple through ten assets.

Notes on each asset

Open Graph image

The most shared asset of any launch, and the most often forgotten. Keep the headline large and central, because previews are shown small and sometimes cropped. Test it by pasting the link into a private message before launch. Open Graph image size has the tags.

Social posts

Plan a short sequence rather than one post: the announcement, then the proof points as a carousel, then a customer reaction once you have one. New product announcement and launch day graphics go deeper.

Email header and blog banner

Both are 1200×600, so one layout often serves both. Many email apps block images until the reader allows them, so never put the only copy of the headline inside the header image; repeat it as live text. Email header design covers the constraints.

Slides

Three or four slides are enough: a title slide with the key visual, one slide per proof point and a closing slide with the action. Sales will reuse them for months, so make the background and type match the rest of the kit. Slide design tips has layouts.

What to make, and when

1. Two weeks out: message agreed, key visual designed.
2. One week out: every size in the checklist made and reviewed.
3. Five days out: teaser or countdown posts start.
4. Two days out: OG image live on the launch page and tested by pasting the link.
5. Launch day: announcement post, email, blog post and slides all go out with the same line.
6. The week after: proof point carousel and customer reactions.

If you want a head start, describe the launch to Gradiently's Designer: it asks what it needs, writes the words in your brand kit's voice, lays out the key visual on your background and makes the other sizes. You review and adjust rather than starting from an empty page.