Why I Name My Brand Phases After Space Missions: The Story Behind Vertical Marketing's Launch Metaphors
- Vanessa M
- Oct 24
- 5 min read
If you've worked with Vertical Marketing + Design, you've heard me talk about brand transformations using space terminology:
Launch Platform.
Lift-Off.
Brand Boost.
Maximizing Orbit.
These are deeply personal anchors, that aren't just catchy names for phases in our process and it's why helping organizations tell their stories matters so much to me.
January 28, 1986: The Day Everything Changed
It was my 6th birthday when the Space Shuttle Challenger exploded with a teacher on board.
Christa McAuliffe wasn't an astronaut by training. She was an everyday mom of two with an extraordinary mission: to inspire. To show that space—and by extension, the seemingly impossible—wasn't just for elite pilots and engineers. It was accessible to teachers, to mothers, to little girls watching from classrooms across America who could see themselves in her.
She wanted to make the extraordinary feel within reach for anyone brave enough to dream bigger.
And just like that, the dream shattered—along with so many little girls who saw themselves and their futures in her.
Growing up in a military family where I was surrounded by people who understood missions, strategy, and the courage it takes to reach for something bigger than yourself, I knew what sacrifice looked like. But this felt different—this felt personal in a way I couldn't yet understand.
Another Loss That Shaped Everything
It was around the same time as the Challenger disaster that our family learned my brother, Willy, had cancer. We had just a few more months with him before he passed away later that Christmas.
Willy was only eleven years old when he faced a battle no child should face—cancer that required leg amputation and lung surgery. But here's what broke my heart and shaped my life: According to a San Antonio Light article about him, just two days after his amputation, he was already talking about working with other kids with cancer through the American Cancer Society's "Teen Cansurmount" program.
His hospital social worker said,
Two days after the amputation he was talking about working with and helping other kids with cancer.
At eleven years old, facing his own fight, he wanted to inspire others going through the same battle.
Two People Who Taught Me What Purpose Means
Christa McAuliffe, the bubbly teacher-turned-astronaut, believed her purpose was to inspire—to make the extraordinary accessible to any little girl and show that anyone could reach higher.
Willy, my brother, believed his purpose was to help other kids facing cancer—to share his experiences and give them hope.
Two people who believed their purpose was to help others. One a teacher reaching for space, one a kid determined to help other kids face their scariest moments. Both gone too soon. Both teaching me that helping others share their stories and find hope isn't just marketing—it's meaningful work.
It was in that season of grief that my life's purpose began to crystallize.
Why The Space Metaphors Matter
This is why I call my brand phases what I do.
This is why I named my business Vertical Marketing.
Every brand transformation is a launch into something bigger. Every brand I help build, every story I help tell, helps someone, somewhere, solve a problem. The space metaphors run deeper than brand consistency—they're the thread connecting my why to my work.
Why "Vertical" Marketing? It's in My Blood
But there's another layer to this story that explains why strategic thinking and upward trajectory aren't just metaphors for me—they're literally part of my DNA.
I grew up in a military family. My father served in the Air Force in strategic roles, working on global defense initiatives. Strategic thinking wasn't just his job; it was how our family approached everything. From a young age, I understood that success isn't just about moving forward—it's about trajectory, altitude and perspective.
The concept of "vertical" resonates with me on multiple levels:
The vertical trajectory of a rocket launch—rising above where you started
The strategic vertical perspective needed to see the bigger picture from above
The idea that brands need to rise above the noise to be seen and heard
When you think vertically, you're thinking strategically—not just about where you are now, but about the trajectory that gets you where you need to go. You're planning the mission. You're positioning for maximum impact. You're thinking about what it takes to break through Earth's gravity and reach orbit.
My father taught me to think that way. Christa McAuliffe showed me that missions could inspire. Willy showed me that purpose matters more than comfort. Together, they shaped not just my business name, but my entire approach to this work.
The Four Phases of Brand Transformation
Here's what each phase means:
Phase 1: Building the Launch Platform
Creating your visual identity foundation—logo system, color palette, typography, brand guidelines. This is the infrastructure that makes everything else possible. Just like a rocket can't launch without a stable platform, your brand can't scale without this foundation.
Phase 2: Lift-Off
Rolling out your cohesive digital presence—social media strategy, consistent content, professional visual standards. This is when your brand leaves the ground and becomes visible to your audience.
Phase 3: Brand Boost
Extending your brand system to print materials, email newsletters, and additional touchpoints. This is the sustained thrust that keeps you climbing—creating consistent brand experiences across every interaction.
Phase 4: Maximizing Orbit
Strategic storytelling that showcases your impact through human stories. This is where your brand reaches its optimal trajectory—sustainable, visible, and making a lasting impact without constant intervention.
Why This Work Matters
When I work with organizations like the Iowa Lakes Corridor Development Corporation, Spirit of Okoboji, or the Lakes Area Museum Alliance, it's not just about making things look good.
It's about helping them tell their stories well enough to help more people.
When an economic development organization can articulate its value, it attracts businesses that create jobs for families. When a museum alliance can share its mission clearly, it preserves history for future generations. When a regional brand can show why it matters, it changes lives in that community.
That's not hyperbole. That's what storytelling does when it's paired with strategy.
Christa McAuliffe wanted to make the extraordinary accessible. Willy wanted to help other kids face their hardest days.
And me? I help organizations find their voice and share their stories—because when they can communicate well, they can help more people.
Every Brand Has a Story. Does Yours Reflect Your Why?
If you're reading this and thinking about your own organization's brand—your website, your social media, your materials—ask yourself:
Does your brand reflect the impact you're actually making?
Could someone new to your organization tell what you stand for just by looking at your materials?
Are you showing up consistently enough that your audience recognizes you?
Are you telling human stories - or just listing accomplishments?
If the answer to any of those is "not yet," you might need a launch platform. Or a brand boost. Or to maximize your orbit.
Whatever phase you're in, the most important thing is this:
Your story matters.
The work you do matters.
Make sure your brand shows it.
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