# Product marketing assets: the launch kit every team needs [Canonical HTML page](https://gradiently.design/guide/product-marketing-assets) Launches go wrong in the last forty eight hours, when someone notices the link preview is blank and the email header is last quarter's. A launch kit fixes that: one checklist, one key visual, every size made in advance. ## The short version - A product launch kit is the set of marketing assets a team prepares before release: an Open Graph image, social posts, an email header, a blog banner and slides. - Every asset in the kit should come from one key visual, so the launch looks like one event wherever people meet it. - The Open Graph image is 1200×630, the email header and blog banner are 1200×600, and slides are 1920×1080. - Write the launch message, one line and three proof points, before designing anything. - Prepare the whole kit at least a few days before launch, because last minute assets are where mistakes appear. 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. | Asset | Size | Where it appears | | --- | --- | --- | | Open Graph image | 1200×630 | Every link preview: Slack, LinkedIn, X, messages | | Website hero | 1920×1080 | Launch page or feature page header | | Feed post | 1080×1350 | Instagram, LinkedIn, Threads | | Landscape post | 1600×900 | X and Bluesky | | Story | 1080×1920 | Instagram and Facebook stories, WhatsApp status | | Email header | 1200×600 | Launch email and newsletter | | Blog banner | 1200×600 | Announcement post | | Slides | 1920×1080 | Sales deck, all hands, demo calls | | LinkedIn company cover | 2256×382 | Optional: for major launches | | Teaser or countdown | 1080×1350 | The days before launch | Ten assets cover nearly every launch. Smaller feature releases can drop the cover and the countdown. ## 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. A wide launch key visual reading Reports, rebuilt, with a supporting line about live dashboards The key visual: one short headline, one line of detail and a background that carries the launch. Every other asset is a new layout of this. - Hero 1920×1080: 1920 × 1080 - OG 1200×630: 1200 × 630 - Post 1080×1350: 1080 × 1350 - Story 1080×1920: 1080 × 1920 - Email 1200×600: 1200 × 600 The same key visual has to work in five very different shapes. Cropping one image will not do it: each needs its own layout. 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](https://gradiently.design/guide/copy-to-sizes) 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. **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. **Three proof points** Specific things the release does. These become carousel slides, email sections and the inside of the deck. 3. **One action** Try it, read the post, book a demo. Pick one per asset and use the same words everywhere. 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](https://gradiently.design/guide/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](https://gradiently.design/guide/new-product-announcement) and [launch day graphics](https://gradiently.design/guide/launch-day-graphics) go deeper. A portrait launch announcement reading Reports, rebuilt, Out now Launch day feed post: the key visual in portrait. A vertical countdown story reading 3 days, with the launch date below A teaser story on the same background, posted earlier in the week. ### 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](https://gradiently.design/guide/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](https://gradiently.design/guide/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. ### Avoid - Designing assets one at a time as people ask for them - A different headline on the email, the post and the page - A blank or default link preview - Cropping the hero image to make a story - The only copy of the headline inside an email image ### Do - One key visual, every size made in one sitting - The same line everywhere, agreed in advance - A tested 1200×630 OG image on the launch page - A proper vertical layout for stories - Live text that repeats the email headline 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. ## FAQ ### What assets do you need for a product launch? An Open Graph image, a website hero, feed posts, a story, an email header, a blog banner and a few slides, plus optional teaser posts and a LinkedIn company cover. ### What is a launch kit in product marketing? It is the full set of assets prepared before a release, all made from one key visual and one agreed message, so every channel tells the same story. ### What size should a launch email header be? 1200×600 pixels, the same as a blog banner. Repeat the headline as live text, because many email apps block images by default. ### How early should launch assets be ready? Aim for every size made and reviewed about a week before launch, with the OG image live and tested a couple of days ahead.