I started by reviewing all of Jonny's existing content, then built an initial landing page. Getting something real into a client's hands early is always a strong first move: it makes the project tangible and opens the door to sharper ideation. From there we developed a color scheme, a font, and a brand voice, and documented all of it in Notion for easy access. This gave us a solid foundation for scaling and made the process faster, easier, and more consistent as the brand grew.

We worked with a professional designer to capture Jonny's vision. The brief called for a friendly yet mystical feel, rooted in how he describes Liminalis: the space in between the known and the unknown. We explored directions like light cutting through the center, a mycelium-inspired motif, and a sense of community, with the goal of merging marketability with science and mystique. The initial landing page at joinliminalis.com gave the designer deeper insight into who Jonny is and what he's building.

I built out a project management hub in Notion that became the brain behind the entire launch. It housed the launch board with every task and deadline, a budget, and the notes from our weekly Wednesday one-on-ones, alongside content ideas, the brand voice guide, and the style guide. Keeping everything in one place gave Jonny and I a shared source of truth for planning the launch and scaling toward success.

This was Jonny's most comprehensive course to date: seven modules, hands-on labs, and custom tooling. We wanted new members to feel welcomed, so we offered three months of community access free, with the option to continue afterward at $25 per month. The course itself was priced at $147 one time, with lifetime access. This accessible price point lets us reach more people, keeps the course feeling both valuable and approachable, and gives Jonny a flagship offer to bring people into the Liminalis ecosystem.

We built a waitlist and integrated it into the landing page at joinliminalis.com. Jonny is driving initial sign-ups through Instagram campaigns, which serve as the top of the funnel. From there, prospects can fully qualify themselves through the waitlist, which features FAQs, the course outline, pricing, and Jonny's background. The waitlist is connected to MailerLite, so every sign-up enters an email drip sequence that delivers more course details alongside genuinely useful, value-driven content. The course has not launched yet and is scheduled to go live in mid to late June, so the sequence is designed to keep subscribers warmed up and ready to hit the ground running on day one.

I worked directly with the founder, Jonny, to turn the Excel spreadsheet he used every day to run his apothecary into a polished web app: The Algorithm (liminalis-algorithm.com). Starting from his existing formulas, I rebuilt the whole workflow, including batch size, herb-to-menstruum ratio, custom formulations, and named solvent splits, as a live calculator that updates every volume, weight, and concentration in real time, wrapped in a responsive, apothecary-inspired interface with a one-click oz/mL toggle.