How do you launch a space before there's a space? SWET opened on Instagram before it opened the door.

SWET Studios came to us 3 months before opening. A new fitness and wellness space in Lisbon, with strong founders and a brand that needed to be felt before the doors were ever unlocked.

The brief: build the audience before the building. We directed the pre-launch. Art direction across every piece of content, the strategy that held it all together, the photoshoot that gave the brand its first images, and the social rollout that introduced SWET slowly — behind-the-scenes of the build-out, founder voice, the first classes, the way the light fell at 7am.

By the time SWET opened its doors, the brand was already alive. 25K accounts reached on the soft launch. 85K views on a single post. 553 clicks to the booking page in the first week.