The power of a pause

Launch Diary #02: handling uncertainty + turning a launch delay into an opportunity

This is part of a five-part series documenting the creation and publication of the Brand Seasons® Playdeck and Paper.
01 · 02 · 03 · 04 · 05

When I founded my studio, These Are The Days, I made a promise to approach branding and design differently — with thought and care, not just for my projects, but for myself. I sought clients who valued the same, and I’ve come to see that it’s possible to build a business that loves me back.

But some days, I need to remind myself that this is only a business and gently pull myself back into alignment. Today was one of those days.

After dealing with an unexpected family matter, my week unravelled, and I had to give myself space to decompress, reassess, and think through the next steps for my campaign.

I’m now three weeks into my pre-launch phase for the Brand Seasons Playdeck, and this is going to be extended by another two weeks. Why? Because plans can change, and that’s okay. But I didn’t come to that decision lightly, and initially felt like I’d failed to keep a promise. Then a mentor reminded me that our businesses are here to look after us, and I thought: YES, I get to make the calls.

So, instead of staying in a negative thought spiral, I’m reframing this as an opportunity to make even better decisions for my launch. I believe approaching challenges with creativity and curiosity can lead to better outcomes, and I’m interested to see if I can spark more excitement around my launch as a result.

Benefits of a delay

The first thing I challenged myself to do after a call with a friend was list the benefits of this unexpected shift. I needed to remind myself that with every setback comes the chance to reflect, adjust, and perhaps even improve. So, how can this extra time serve me and the project better?

• More time to cultivate a sense of community and connection around the project and keep building my waitlist.

• The chance to review the product in more detail and feel confident with the printing—no rushing the process.

• An opportunity to deepen into my core values and remind myself that there is time, there is time, there is time.

The launch season can be filled with energy and excitement, but it can also be filled with doubt and fear. Writing this helped me slow down and remember that it’s okay to pivot. I don’t need to launch at full throttle; I can do things in my way. After all, are our businesses our own if we don’t have the autonomy to shift and shape things like a launch when necessary? Do we need to bind ourselves to arbitrary deadlines?

In this choice, I find my rhythm again — a dance of input and output. Our best work doesn’t come from pushing ourselves to the brink; it comes from slowing down enough to see what truly matters.

TLDR; my launch is shifting to w/c Monday 23rd September, and my waitlist is ready for you to join. I’d love to see you there.

“If you are curious, you will find the puzzles around you. If you are determined, you will solve them.”

— Erno Rubik

Midway reflections

Since my plans have changed, I’ve had the chance to reflect on the highs and lows of the pre-launch phase so far:

What I’m enjoying most:

1. Collaborating with others
   I’m thrilled to be working with boutique letterpress studio Sarah & Maude on the printing, and G.F Smith has played a crucial role in bringing the packaging to life. I often talk about wanting projects to feel “less me, more we,” and this is one of those moments. The collaborative energy has made this experience even more meaningful.

2. Working to a deadline
   Deadlines are a necessary structure in any project, and for me, they provide a degree of focus. With a set timeframe, I can channel my energy into tangible progress. It creates a sense of urgency and I thrive on the accountability and stretch that a deadline brings, forcing me to make decisions and push past hesitation or perfectionism.

What I’m enjoying least:

1. Working to a deadline
   There’s a flip side. Sometimes, the rigidity of a fixed endpoint can feel constricting, because I love to step away when needed and to return with fresh eyes. With deadlines, there’s less space for flow. I swing between structure and spontaneity, and I find myself continually battling the tension between these two forces.

2. The lack of certainty
   Any product-based campaign comes with a degree of risk—there are investments in printing, testing, and refining. And I find the unknown challenging, especially since the results will be there for all to see. The pressure of putting something you’ve worked so hard on into the world, knowing that not everything is within your control, can be daunting.

But, with risk comes possibility. I’m learning to lean into that uncertainty, trusting that even if things don’t go exactly as planned, there will be value in the process.

Strategies for handling curveballs

• Just breathe
  Before reacting, take a moment to ground yourself. A pause allows for clarity, helping you respond thoughtfully rather than out of frustration.

• Reframe the situation
  Instead of viewing the setback as a failure, try to see it as a creative opportunity. Ask yourself: What could this delay or change open up for me?

• Lean on your support network
  Whether it’s a coach, friend, or mentor, reach out to those who can offer guidance, encouragement, or a fresh perspective.

• Embrace flexibility
  When plans shift, resist the urge to be your own worst critic. By learning to adapt and resource yourself, you create space for better outcomes to emerge.

• Stay curious
  Use a curveball as a chance to explore new ideas. Sometimes, the unexpected can lead to solutions you wouldn’t have considered before.

And if all else fails...dance it out!
Music has a way of grounding us, energising us, and helping us shake off the stress of the day. My launch playlist has been my go-to soundtrack, keeping me balanced and inspired. It’s a mix of empowering tracks from Florence and the Machine, Lorde, and The Big Moon, alongside reflective and atmospheric tunes by Daughter, Kate Bush, and London Grammar. Whether I need a burst of energy or a moment of calm, it helps me find my flow—and who doesn’t love a good playlist to dance through the chaos?

Announcement for members

I’ll be sharing some colour and typography resources within my paid community within the next week or so, and I’ll also be hosting a relaxed Substack Styling workshop. If you’d like to come along, join me for a month, or sign up for a year and experience Brand Seasons as we move from summer and our season of brand styling, to autumn where our focus shifts to brand storytelling.

Some questions to reflect on:

• Have you ever had to shift your plans unexpectedly, and how did you adapt?

• How do you navigate deadlines while staying true to your creative process?

• What strategies have helped you turn setbacks into opportunities for growth?

• How do you maintain focus and momentum when faced with unanticipated delays?

• Have you ever found that a change in plan led to something even better?