GAMEPLAN · MONTH ONE · DIRAY MEDIA · REPOSITIONING ENGAGEMENT

From proposal to plan.

Month One of the engagement. Week one sets the foundation. Weeks two through four onboard Paige as brand lead and establish the creative flow the rest of the team (Joe on tech, plus peers across media, analytics, and account) will inherit. By the end of the month Diray owns the system and the team has a creative process to work against. This page is the operating contract for the first four weeks.

START: Mon, Jun 29, 2026
END OF M1: Fri, Jul 24, 2026
RUN BY: Drew Bridewell · Next Level UX
VERSION: M1 · Month One outline

T-MINUS · M1 LAUNCH

Target · Mon Jun 29 2026 · 09:00 ET

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Here is the first 4-week outline of how we will approach. I will send a working link tomorrow so we can mark it up together.

Drew Bridewell · Next Level UX · opening note

OPERATING MODEL · TECH × MARKETING

Two lanes, one shipping team.

The engagement separates tech from marketing on purpose. Joe runs infrastructure, hosting, repository, deployment, and the systems Diray manages internally. Paige runs look and feel, content, messaging, and design direction. Drew sits in the tech lane for M1 and bridges into Paige's lane through onboarding. Three workstreams ladder out from here.

WS_01

Website · the M1 focus.

Repositioning live on diraymedia.com. Paige onboarded as brand lead, creative flow established for the team to ship their own updates by end of M1. Hosting on Cloudflare Pages, repo under Diray control, Microsoft Clarity wired for visitor signal.

WS_02

The design library, in every channel.

This library is the source of truth. Every artifact from /home through /09 governance transfers into Diray's web builds, media campaigns, social posts, ads, and client work. One brand system, every surface. Tools the team uses to make work shine.

WS_03

Decks that ship.

Capabilities, executive overviews, audit readouts, client presentations. PowerPoint and Keynote templates assembled from the same brand system. Paige composes decks without rebuilding. Sales walks in with shine.

Paige owns

Look and feel. Content and messaging. Design direction. Brand voice across the site, decks, and reusable assets. Coordinates with the tech lane every week.

Joe + Drew own

Infrastructure, hosting, repository, deployment, analytics wiring. The systems Diray manages internally. The site lives where Diray controls it.

SHAPE OF MONTH ONE

One week to set up. Three weeks to onboard Paige and set the creative flow.

The engagement is structured so Diray owns the site by the end of Month One. Drew sets the foundation in week one and then transfers capability to Paige as brand lead across weeks two, three, and four, with the rest of the team (Joe on tech, plus peers across media, analytics, and account) absorbing the creative flow alongside her. Each week ends with the team doing more of the work and Drew doing less, until Paige ships an update on her own on the final Friday with the rest of the team working against the process she now owns.

MONTH ONE · JUN 29 → JUL 24

Setup, then three weeks onboarding Paige and setting the creative flow.

W1 JUN 29 → JUL 03 Setup. Audit, norms, roadmap signed off. Daily 1-2 hour sessions.
W2 · Team JUL 06 → JUL 10 Foundation. Tooling, brand rules, publishing flow. Team edits live by Friday with Paige as lead.
W3 · Team JUL 13 → JUL 17 Patterns. Templates, components, brand kit. The team composes a new section together.
W4 · Team JUL 20 → JUL 24 Solo. Team ships an update on its own. Handoff doc delivered. Cadence locked.

WEEK 01 · SETUP, AUDIT, ALIGNMENT

Week one builds the foundation. Every day, together.

Setup, audit, tech setup, wishes, priorities, roadmap, and meet-the-team for collaborators and key decision makers. We identify the product, the company, the industry it operates in, and the business problems the new framing solves. I want to meet every day this week, one to two hours, to establish norms and set up knowledge sharing.

MON

Setup and meet the team.

Kickoff with collaborators and key decision makers. Clear product, company, industry, and the business problems the new framing solves.

TUE

Audit and tech setup.

Current site, sales decks, RFP responses, recent case studies. Stand up the working environment: shared link, file structure, comms channels, access lists (including Paige's editor access).

WED

Wishes and priorities.

What everyone wants this to do, mapped to what it can do in four weeks. Stack-rank by leverage, name what stays out of scope.

THU

Roadmap.

Translate the priorities into a working roadmap. Define what Paige owns at end of W2, W3, and W4. Confirm the training cadence with her.

FRI

Norms and knowledge-sharing locked.

Confirm the daily meeting cadence, the design-review pattern, and the Friday status structure. Week-one readout with the founders. Paige onboarding begins Monday.

WEEK 02 · TEAM · FOUNDATION ONBOARDING

Week two teaches the team the tooling and the brand rules.

Paige learns how the site is built, how content moves from draft to live, and the brand rules that govern every page. The rest of the team works alongside to absorb the creative flow. By Friday Paige edits live copy with Drew watching, not driving, and the team has a process to work against.

MON

Tooling tour.

CMS, editor, asset library, comms channels, design files. Paige logs in, opens a page, makes a sandbox edit. No production changes yet.

TUE

Brand rules walkthrough.

Foundations: voice, color, typography, layout, imagery, data viz, dos-and-donts. Paige can cite the rule before she breaks it.

WED

Publishing flow.

Draft → review → publish → analytics check. Paige walks through the full path on a non-critical page with Drew narrating, then reverses roles.

THU

First real edit.

Paige edits a live page. Drew sits next to her, answers questions, does not touch the keyboard. The change ships before lunch.

FRI

Status update plus W2 readout.

What Paige can do now versus Monday. What she will own in W3. Wins, blockers, training requests for next week.

WEEK 03 · TEAM · PATTERNS ONBOARDING

Week three moves the team from editing to composing.

The Diray team learns to apply Channel Templates, Marketing Components, and the Brand Kit to a real update. By Friday the team composes a brand-new section using existing patterns, with Drew on call rather than at the keyboard. Paige leads the composition; the rest of the team contributes copy, signal, and review.

MON

Template walkthrough.

Channel Templates: landing pages, case studies, one-page briefs, proposals, email, LinkedIn. Team picks one and traces a real update through it together. Paige owns the brand call, the rest of the team owns the content call.

TUE

Components walkthrough.

Marketing Components: CTAs, badges, stats, cards, forms, comparison, charts, quotes. Team composes a section using three components by EOD, working from real assets.

WED

Patterns walkthrough.

Campaign Patterns: heroes, diagnosis, methodology, proof, offers, FAQ, conversion close. Team scaffolds a campaign page in dev with Paige leading the brand voice.

THU

Composed update goes live.

Team ships the composed page or section. Drew reviews before publish, sign-off via async link comment, not a meeting.

FRI

Status update plus W3 readout.

Confidence check across the team. What the team needs to ship on its own next week. Confirm W4 solo-shipping scope.

WEEK 04 · TEAM · INDEPENDENT SHIPPING

Week four hands the keyboard over.

The Diray team ships an update on its own with Paige as brand lead at the keyboard. Drew reviews after the fact, not before. The handoff doc is delivered. The ongoing-support cadence is agreed. End of Month One: Diray owns the site.

MON

Brief the team's solo update.

Scope the change the team will ship by Friday. Real surface, real audience. Paige owns the brand, the team owns the work, Drew steps back from the keyboard.

TUE → THU

Team builds. Drew on call.

Daily check-ins, not working sessions. The team asks the questions; Drew answers and gets out of the way. Iteration via link sharing.

THU

Team ships.

Update goes live. Drew reviews after the fact, posts feedback in the link, no pre-publish gate.

FRI

Handoff and M1 close.

Handoff doc delivered. Ongoing-support cadence agreed (weekly office hours, monthly review). M2 outline drafted. Engagement Month One closes.

MILESTONES · DATES TO HOLD

Four weeks, four gates. End of M1, Diray owns the site.

JUL 03 · W1

Setup

Norms locked. Roadmap signed off. Knowledge sharing live. Paige onboarding scheduled.

JUL 10 · W2

Foundation

Team edits live copy with Drew watching. Tooling, brand rules, publishing flow internalized across the cohort.

JUL 17 · W3

Patterns

Team composes a new section using existing templates and components. Paige leads brand. Drew on call.

JUL 24 · W4

On their own.

Team ships an update on its own. Handoff doc delivered. Ongoing-support cadence agreed.

STAKEHOLDERS · WHO I NEED IN THE ROOM, WEEK 01

Six conversations in week one.

Every other meeting follows from these. 45 minutes each, shared notes with permission. Default cadence — we scale back together if it's heavy.

PAIGE

Paige + the team · who owns the site after M1.

Current comfort level across the team. What Paige can do today as brand lead, what the rest of the team needs to absorb from the creative flow, and what they want to be able to do together by Jul 24. Sets the onboarding bar for W2 to W4.

FOUNDER

Founder(s) and ownership.

Repositioning thesis, ambition, non-negotiables. The "why now" behind the engagement.

MEDIA

Head of media buying.

Publisher relationships, premium access, buying judgement. What the website needs to say about how Diray actually buys.

DATA

Head of analytics and measurement.

Impact Engine internals, signal sources, scoring cadence, client-safe claim language. What can be shown publicly.

ACCT

Senior account lead.

Sales conversations the team has every week. Objections, decision criteria, where deals stall.

RETAIL

Retail-media lead.

Retail signal pipelines, sell-through visibility, category share read-outs. The proof layer that earns the repositioning.

THE POD · NOT A FREELANCER

One lead operator, engineering on call.

Drew Bridewell, Next Level UX. Lead. Strategy, design direction, training Paige, every signed deliverable.
On-call engineering. Trusted iOS, Android, and full-stack contractors available if the work extends past design into implementation.

GUARDRAILS · WHAT THIS IS NOT

Four traps the engagement refuses.

This is not a cosmetic refresh. The brief says so. The engagement holds the line.
This is not a vendor relationship. Diray owns the site by end of M1. The pod transfers capability, not dependency.
No design-files-and-disappear. The pod delivers a handoff doc and a working ongoing-support cadence — both non-negotiable.
No generic AI or tech tropes. No blue gradients, no neural-network swooshes, no particle backgrounds. Diray is the opposite of that.

AFTER M1 · IF IT LANDS CLEANLY

If M1 lands, here is where Drew rolls in next.

M1 has to ship cleanly first — site repositioned, team onboarded, Diray owning the system. If that happens, Drew shifts from the marketing lane into the tech lane proper. The arc below is sequential, conditional, and decided one project at a time after M1 closes. Each project would compound on the brand system and the operating model M1 puts in place.

Reusable design elements + decks ship.

Workstreams WS_02 and WS_03 close. Brand tokens, components, lockups, and presentation templates available to anyone at Diray.

AI initiatives.

Workflow design, agent ergonomics, signal-to-decision plumbing. Drew embedded with the tech team for the AI roadmap.

CLIENT

Client-facing dashboards.

Replace TapClicks with a Diray-owned, brand-true client view. Same operating model: outcomes first, vanity metrics never.

REBUILD

MediaINSIGHTS rebuild.

The Media Analysis Tool and Diray's internal company dashboard converge into a rebuilt MediaINSIGHTS, one intelligence surface for operators and clients on the new brand and operating model. Public proof that the repositioning carries into the product, not just the marketing.

NORTH STAR · END OF MONTH ONE

By Friday July 24, the Diray team ships a site update on its own with Paige at the keyboard. The system is theirs. M2 starts the moment they take the lead.

Month One north star · the line every week earns