Product naming, claims and launch kits that keep the story intact.

• /Brands with genuinely better products whose advantage gets lost between the spec sheet and the shelf.
• /Product teams naming a new technology, material or line, who need names and claims that hold up legally and in a sales meeting.
• /Brands launching into retail and wholesale, where reps and store staff need to tell the story in thirty seconds.

1. 01

   Discovery

   Interviews with engineering and product, the spec sheets, test data and claims on file, current product pages, catalogs and sell-in decks, and a day with retail staff where possible.

2. 02

   Names and claims

   Technology names and a claim structure with substantiation, approved and checked with product and legal before any copy is written.

3. 03

   Build

   The product page and copy system, the launch kit, sales tools and wholesale collateral, built around the approved claims.

4. 04

   Brief the room

   A briefing for sales and retail staff, templates handed to whoever owns content, and 30 days of questions.

• Technology naming and claim frameworks
• Product copy and PDP systems
• Launch kits and sales tools
• Retail and wholesale collateral
• Category and line planning input

From $4,500

$4,500 is a half-day working session with written findings. A full product commercialization engagement is typically around $26,000 over 4–8 weeks, 20% less for brands under $5M in revenue.

• One vocabulary for a brand sold in forty countries Product technology described four different ways across engineering, marketing, retail, and web — rebuilt as a single system everyone could use.
• Making the case for replacing petroleum-based components A materials substitution proposal built to survive contact with manufacturing reality, cost structure, and the marketing claim that would follow.

• Ori: bringing a print travel magazine to market Craft Grow founder Josh Malczyk co-founded Ori, a twice-yearly print magazine about travel told from the source, and took on the publisher's job of getting it to readers.
• Season Eqpt: helping launch a ski and snowboard brand built not to expire Craft Grow founder Josh Malczyk was on Season's founding team in 2020, shaping the brand thesis that durable goods only expire because marketing tells them to.
• Welcome to the Craft Grow blog This is where we write about brand strategy and the systems that make it run, and where every newsletter and longer social post links back to.

How do you name a product technology?

Start from what the technology actually does and the claim you can substantiate, then build names that carry that idea, screen them for trademark and meaning in your markets, and make sure they fit the system the rest of the line uses. A good technology name makes the claim easier to remember, not harder.

What goes into a product launch kit?

The product story in one line, the named technologies and their substantiated claims, product page copy, sell-in slides for reps, a quick-reference sheet for store staff, and the imagery and specs each retailer needs.

How much does it cost?

A full product commercialization engagement is typically around $26,000 over 4–8 weeks, 20% less for brands under $5M in revenue. A half-day workshop with written findings is $4,500.

Who will I actually work with?

Josh Malczyk leads every engagement and stays your point of contact throughout — no account team in between. When the work calls for it, we bring in specialists from our network: creative directors, designers, animators, filmmakers, copywriters and software developers. Josh has held global brand and marketing director roles across K2 Sports' brands (K2, Völkl, Marker, Dalbello, Line and Full Tilt) through their ownership by Jarden, Newell Brands and Elevate Outdoor Collective, was brand architect on Season Eqpt's founding team, and co-founded and publishes Ori magazine.

Do you only work with brands in Seattle?

Craft Grow is based in Seattle and works with consumer brands across the US. Most work runs remotely, with on-site days for workshops, sales meetings and launches when they matter.