Work / Liminal FM
Liminal FM
Creator · Brand, product + marketing
Objective
Give music-obsessed 18 to 34 year olds a place to share the one song they can’t stop playing, and find people whose taste they trust instead of an algorithm.
Process
It started as a Friday music drop with a four-week, zero-budget waitlist campaign. Then I hit a wall: Spotify lets a small app connect only a handful of accounts, so most sign-ups were stuck at the door. I rebuilt LIMINAL FM as a music-sharing app with no Spotify login, then rebranded and relaunched it.
Result
A live app at liminalfm.tech with Song of the Week, a For you feed, posts with photos, video and GIFs, and top-listener badges, plus a full marketing toolkit: positioning, messaging, voice, social, email and a launch plan.
Brand identity · Product design · Copy · Campaign · Front end + back end · Sep–Oct 2026
Visit liminalfm.tech ↗︎Marketing toolkit (PDF) ↗︎
Where it started
A Friday ritual instead of an endless feed: connect Spotify, get a few new songs every Friday, keep one, trade it with a friend. I launched it with a waitlist campaign called Tuning In. The catch was Spotify’s limit on small apps. That isn’t a launch. That’s a waiting room.
The pivot
So I rebuilt it: no Spotify login, open to everyone. The Friday feeling stayed as Song of the Week, the one song you can’t stop playing, pinned at the top of everyone’s Home like a story until Friday.
Audience + message
For people whose friends always ask “what are you listening to?” One core line, “Share the song you can’t stop playing. Be early. Bring someone,” and one line for every feature, with a rule to never claim what isn’t live yet.
Identity + voice
The threshold mark: four arcs fade from glass to solid iris, like stepping through a doorway, and the orchid dot is the listener. A daylight-glass palette, Lexend Exa, Hanken Grotesk and DM Mono, and a voice that’s calm, warm and a little late at night. No hype, no fake urgency.
Social + email
A 10-slide LinkedIn carousel telling the story of the pivot, and a rebrand email in my own voice with one action: pick your Song of the Week. Tagged links track which channel every visitor came from.
See the carousel (PDF) ↗︎
Launch
Zero budget and founder-led. Every channel has one job: Instagram and TikTok reach strangers, LinkedIn builds in public, email is the channel we own. Ten to fifteen founding listeners bring their circles, and a new Song of the Week every Friday gives people a reason to come back.
