Eight weeks of founder-led content, July 8 – September 1, every post scripted and captioned in the brand voice. Built directly on the ranked pain points in the customer research — the product appears in at most one post in four, and never as a pitch. Created July 8, 2026.
Each pillar answers a researched pain, not a marketing whim. The chips below tag every post in the calendar.
| Pillar | Answers | What it looks like | Share |
|---|---|---|---|
| The World | Pain #1 (performing effortlessness) + #5 (not "that family") — the aesthetic she's buying into | Pure atmosphere: Como water, trattoria tables, villa mornings, linen on a line, golden hour. Zero product, zero pitch. The Jacquemus/Sézane register — the feed should feel like a place, not a store. | ~35% |
| Making It | Trust — the Nell Diamond / Hill House founder-narrator model your voice doc cites | Trevor + Haley building the thing: the basement full of boxes, the shoot day, the sample table, the honest decision moments. Faces on camera. This is what converts followers into a list. | ~25% |
| The Useful | Pains #3 (outfit anxiety), #4 (sleep), #6 (eating out at the level), #8 (layering) | Listening + serving: packing frameworks, the trattoria-with-a-toddler survival post, the plane-cold-villa-warm layer logic, what actually washes. Saves and shares live here. | ~25% |
| The Thing Itself | Pains #2 (photographable coordination) + #7 (sun that looks right) | Product shown observationally — in a hand, on a table, beside its kid-size twin. Never "shop now." The caption talks about the moment, not the SKU. | ~15%, never two in a row |
| Taste (sub-pillar of The World) | Pain #5 — drawing the taste line | What we love that isn't ours: a hotel, a linen brand, a Cup of Jo essay, a paint color. Generosity reads as confidence; brands that only post themselves read as insecure. | inside the 35% |
| Surface | Cadence | Who |
|---|---|---|
| Instagram feed (Reels + carousels) | 3–4/week — scripted below | Haley fronts most founder pieces; Trevor shoots + posts. Swap freely. |
| Instagram Stories | 2–3 touches on posting days — prompts per week below; casual, unpolished is correct here | Whoever's living the moment |
| Batch: 6–10 pins after each content beat (shoot day, guide publish) — pin the same assets, tagged for trip-planning search | Trevor, ~30 min/week | |
| TikTok | Repost the 1–2 best Reels/week; no native strategy until Year 2 (per the plan) | — |
Time budget: ~3–4 founder-hours/week total: one 60–90 min weekend batch-capture session (the b-roll doc's lists make this mechanical), plus ~20 min/posting day. Every post below is written so the capture is phone-only and under 10 minutes.
Week 1 · Jul 8–14| Day | Format · Pillar | The post |
|---|---|---|
| Thu 7/9 | Carousel ×4 The World | First post — no introduction, just the world. Four frames from the graded library: Como water, the palm over the harbor, a trattoria table, kids loose on a beach. Sets the register before anyone knows what the brand sells.
Places we keep going back to. More soon. 🌍 (bio set first — see the launch checklist below the calendar) |
| Sat 7/11 | Reel, 20s Making It | The introduction, done plainly. Haley to camera at the kitchen table, one take, morning light. No ring light, no jump cuts. Script beats: who we are → three girls → we kept packing for trips and hating how the packing looked → so we made the thing → it launches September 1.
We're Haley and Trevor. Three girls, one packing problem, and a brand we've been building for two years. Iverywhere lands September 1. This is the part where we show you everything before it exists. |
| Mon 7/13 | Reel, 15–30s Making It | Shoot-day BTS — shot on phones during the studio session (the shot list already tells you to capture this). Steaming a vest, the flat-lay coming together overhead, the hats fanned. End on one finished frame from the camera back.
Studio day. 342 vests live in our basement and today six of them got famous. Sept 1. |
| Tue 7/14 | Story set only | Poll day: "Next real trip: booked / dreaming / negotiating with a 4-year-old." + one shoot outtake. Stories this week: shoot prep, the girls "helping" pack the car, the studio door. |
| Day | Format · Pillar | The post |
|---|---|---|
| Wed 7/15 | Carousel ×6 The Useful | "The packing math" — pain #1 head-on, no product. Six text-on-image frames on ivory: the honest arithmetic of packing for four (outfits × days × spills − willpower). Frame 6: "We wrote the whole system into a Sydney trip guide. Link in bio."
Packing for four is just math nobody likes doing. We did it — every outfit moment of a 5-day trip, what actually gets worn, what comes home folded. The full worksheet is in our Sydney guide. Link in bio, free. |
| Fri 7/17 | Reel, 15s The World | Golden-hour b-roll cut — harbor water, boats, palm shadow (the password-page film's sister clips). Text overlay, one line: "planning season is a feeling."
Every trip starts six weeks before the flight, on a couch, at 9pm. Sydney guide's in the bio if you're in that phase. |
| Sun 7/19 | Carousel ×5 Taste | "Hotels we'd take a toddler to, unironically." Five graded/stock frames of the tier that matters ($500–1,200 boutique — the Auberge/Pendry register, not Aman). Names named — generosity reads as confidence.
A running list of places that don't flinch when you arrive with a stroller. Additions welcome — this is genuinely our favorite genre of homework. |
| Mon 7/20 | Story set only | Question box: "What's the ONE thing you always forget to pack for the kids?" — this is the listening engine; screenshot answers, they become Week 5–8 content and future product notes. |
| Day | Format · Pillar | The post |
|---|---|---|
| Wed 7/22 | Reel, 30s Making It | "Why a vest." Trevor or Haley, voiceover over b-roll (fabric texture macro from the shoot + travel clips). The honest origin: the plane is freezing, the villa courtyard is warm, one layer does both — and nobody made it look right for both a mom and a 4-year-old.
The plane was freezing. The courtyard at 11am was warm. Same vest, both moments — hers and the tiny one in the same fabric. That's the whole idea. Sept 1. |
| Fri 7/24 | Reel/carousel Making It | Session-day BTS #2 — whatever the day gives: mic'd up at the stools, the girls visiting set, a wardrobe rack. Real, unpolished frames.
Day two of telling this story out loud. Easier to make the vest than to talk about the vest, turns out. |
| Sun 7/26 | Carousel ×5 The Useful | "The trattoria with a toddler, survived" — pain #6. Five frames: the scene, the order-first rule, the one-toy doctrine, the exit-before-dessert wisdom, the (future) napkin wink. Warm, funny, zero product.
Eating somewhere nice with a two-year-old is a heist. You case the place, you order at hello, you leave before the crash. Worth it every time. |
| Mon 7/27 | Story set only | Poll: "Trattoria kid chaos: order-at-hello / pray / we don't go out." + repost best question-box answers from Week 2 with responses. |
| Day | Format · Pillar | The post |
|---|---|---|
| Wed 7/29 | Reel, 15s The Thing | First real product moment: the pairing. The A6 frame from the studio — adult vest with the kid's vest nested beside it — as a slow push-in with ambient sound. No specs, no price.
Same fabric. Cut smaller. That's it, that's the brand. September 1. |
| Fri 7/31 | Carousel ×4 Making It | "Where the fabric comes from." Como lake frame → fabric macro → the heat-transfer logo detail → the basement boxes. Names, not adjectives (voice pillar 4).
Olmetex, on Lake Como, makes the fabric. Leïla in Paris drew the print you haven't seen yet. It all currently lives in our basement in Michigan. Supply chains are romantic if you squint. |
| Sun 8/2 | Reel, 20s The World | Water + naps montage — pain #4's atmosphere: pool light, a hotel bed, drawn curtains, the mat under a sleeping kid (real or implied). Soft, slow.
The 1pm hotel-room nap is the actual five-star amenity. Everything we make is designed around getting there. |
| Mon 8/3 | Story set only | Question box: "Jet lag with littles — what actually worked?" (listening + future blanket/eye-mask content) |
| Day | Format · Pillar | The post |
|---|---|---|
| Wed 8/5 | Carousel ×6 The Useful | "The layer logic" — pain #8 as a visual framework: plane 62° → taxi 90° → trattoria patio 74° → villa morning 58°, one line each on dressing kids across all four without a suitcase of jackets. Product appears in exactly one frame, unremarked.
One trip, four climates, zero checked outerwear. The math of the mid-layer — it's the whole reason we started this. |
| Fri 8/7 | Reel, 15s The Thing | "It washes." Pain #3, the brand's bravest promise, shown: gelato drip on the kids vest (stage the gelato, not the reaction), sink rinse, hung to dry in golden light, worn again.
You're going to get gelato on it. It washes. We checked, enthusiastically. |
| Sun 8/9 | Carousel ×5 Taste | "The palette" — pain #5's taste line drawn positively: five frames of rust, ecru, sage, butter, terracotta pulled from the graded library + fabric. Not a word about competitors or "that family" — the pictures do it.
Colors that look like the trip: stone, straw, sea glass, late light. If it wouldn't blend in at a Ligurian lunch, we don't make it in it. |
| Mon 8/10 | Story set only | Re-share the week's saves-leader to Stories + first creator tags as they land (thank quietly, no fanfare). |
| Day | Format · Pillar | The post |
|---|---|---|
| Wed 8/12 | Reel, 30s Making It | "What's in the boxes" — the inventory walk: Haley opens cartons on camera. 1,500 tiny sunglasses is inherently funny; let it be.
Current basement census: 342 vests, 400 hats, 320 mats, and one thousand five hundred pairs of toddler sunglasses. We may have been optimistic about one of these. Sept 1 we find out. |
| Fri 8/14 | Carousel ×4 The Thing | The accessories, at their level — pain #7: hat fan frame, sunglasses pair, worn-scale still from Station B. The Lack-of-Color register, scaled down.
Sun things that survive the resort-pool photo. Straw-adjacent, strap included, zero cartoon characters. You're welcome, future you. |
| Sun 8/16 | Reel, 15s The World | Morning-light b-roll — villa/home morning: linen, coffee, a kid's feet on stone, light through curtains. Pure register maintenance before launch-mode.
Day three of any good trip: nobody's checked the itinerary since Tuesday. |
| Mon 8/17 | Story set only | Question box: "September 1 we open. What should we show you before then?" (engagement + a soft list-push: "everything drops to the email list first — bio") |
| Day | Format · Pillar | The post |
|---|---|---|
| Wed 8/19 | Reel, 20s Making It | "Two weeks out" — split-screen honesty: the beautiful flat-lay vs the dining-room packing-station chaos. The performance of effortlessness, winked at (she IS this — pain #1 as kinship).
Left: the brand. Right: the dining room the brand is run from. Two weeks. The email list gets in first — link in bio. |
| Fri 8/21 | Carousel ×5 The Useful | "What we're packing for the launch-week trip" — GRWM-adjacent format the ICP already watches (#whatIpacked). Real suitcase, real list; product present but outnumbered by everything else in the bag.
Packing the launch-week bag like it's a client deliverable, because it is. Full list in Stories. The vest goes on the plane, not in the case — that's the point of it. |
| Sun 8/23 | Reel, 15s The Thing | The set, laid out — the C4 full-kit composition, one slow overhead pan. First and only pre-launch mention of the set framing.
Everything, for everyone, in one palette. September 1, 8am. List first — bio. |
| Mon 8/24 | Story set only | Countdown sticker (7 days) + "ask us anything about the launch" box. Answer on camera Monday. |
| Day | Format · Pillar | The post |
|---|---|---|
| Wed 8/26 | Reel, 30s Making It | AMA answers — Haley + Trevor answer Sunday's best 4 questions, kitchen-table format, one take.
You asked, we answered: sizing, the ship date, whether the mat survives sand (yes), and what the girls think of all this (mixed reviews). |
| Fri 8/28 | Reel, 15s The World | The film — the password-page hero clips (tennis court + golden harbor), recut for feed. The brand's most beautiful 15 seconds, four days out.
Made for families who move. Monday, 8am. The list goes first — last call for the bio link. |
| Mon 8/31 | Carousel ×3 Making It | Night-before letter — one photo of the two of you, one of the girls (or their shoes — see face-policy note), one of the first order box packed. Caption is a short honest letter, the Hill House register.
Two years, three girls, one basement, 2,762 pieces. Tomorrow morning this stops being a secret. Thank you for watching us build it. — H & T |
| Tue 9/1 | Reel, 15s The Thing + full Story sequence | "We're open." The pairing frame → the site on a phone → Haley pressing the theme's publish/password-off moment. Stories run the day per the launch playbook: 8am open → noon first-orders thank-you → evening "day one, honestly" recap.
Iverywhere is open. Everything's live, everything ships from our house this week, and the vest already sold more than the sunglasses, which tracks. 🌍 |
| # | Format · Pillar | The post |
|---|---|---|
| B1 | Carousel ×7 The Useful | "The playgrounds of Lake Como, mapped by a parent." Seven frames, one per lake town (Bellagio ×2, Varenna, Menaggio, Tremezzo, Onno, Cernobbio) — the address on each frame. No travel magazine has this list; our trip doc does.
Every lake town hides a playground, and knowing where is the difference between a meltdown and a second espresso. We mapped them so you don't have to. Save this for the Italy trip. |
| B2 | Reel or carousel The Useful | "What I actually packed" — the real London/Paris list. Haley walks her genuine packing list (it exists, unedited, slightly chaotic, includes a 'Detroit Never Left' sweatshirt). Honesty is the hook; the palette lesson is the takeaway.
My actual packing list from our London trip. Note the three black dresses that all did the same job, and the sweatshirt that proves I'm from Detroit. The list got smarter since — one palette now packs the whole family. |
| B3 | Reel, 15s The Useful | The Baixa-Chiado escalator hack. Text-over-b-roll: Lisbon is all hills → the metro station is a free vertical shortcut → ride the escalators from Baixa up to Chiado, stroller and all.
Lisbon with a stroller: the metro station at Baixa-Chiado is secretly a free escalator up the entire hill. You're welcome. Full Lisbon guide on the journal. |
| B4 | Carousel ×4 The World | "We dress by village." The Italy trip's actual outfit plan: stripes for Varenna, navy for Tremezzo, soft lace for the villa day. The most brand-native content that exists — coordination as a planning philosophy, receipts included.
From our real Italy trip doc: stripes for Varenna, navy for Tremezzo. Deciding the palette weeks before means never deciding at 7am — and every photo matching without trying. This habit became the whole company. |
| B5 | Carousel ×5 The Useful | "Cities that plan for children." The Kinderkookkafé (Amsterdam — kids cook lunch), Copenhagen's Traffic Playground (tiny roads, loaner pedal-cars), Sydney's netted harbor beaches, Lisbon's plaza playgrounds. Europe's kid infrastructure as a love letter.
Amsterdam has a café where the children make lunch. Copenhagen built a playground with traffic laws. The cities that plan for kids are the cities worth flying to with them. |
| B6 | Reel, 15s Making It | "Nine bags." The 2024 Amsterdam trip's honest luggage census (9 bags, 2 strollers, 3 children) vs. today's one-palette method. Before/after without smugness.
2024: nine bags, two strollers, three children, zero systems. The palette method exists because this photo exists. We packed too much so you don't have to. |
| B7 | Carousel ×4 Taste | "Hotels that have met a toddler" — the real-stays edition: Martinhal Lisbon Chiado (family suites, kids' club, zero aesthetic surrender), Hotel Belvedere Bellagio (the pool + terrace breakfast), One Aldwych London (stroller-in-lobby grace). Generous, specific, true.
Places we've actually stayed with our girls, that didn't flinch. The rare hotels where "family-friendly" doesn't mean giving up on beauty. Running list — additions welcome. |
| B8 | Reel or static Making It | "Wouldn't it be cool…" — screenshot the real Australia doc's opening line (that's literally its title). The planning-doc genre: every trip starts as a Google Doc full of maybes.
Every trip in this family starts as a Google Doc titled some version of "wouldn't it be cool." This one became the trip that became the brand. Keep writing the docs. |
The journal article is the anchor, not the whole play. Every city (past and future — Montréal, the next Como trip, all of them) runs the same repurposing formula. Never think "journal entry"; think "franchise."
| Piece | What it is | Where it runs |
|---|---|---|
| 1 · The anchor article | 600–900 words on the journal (SEO + the bio-link destination) | Journal → bio link |
| 2 · The hack Reel | The single most useful trick from the trip (the escalator, the 9:30 canal cruise, the Clipper) — 15s, text-over-b-roll | IG/TikTok · Useful pillar |
| 3 · The map carousel | The parent-intel nobody else has (playground addresses, calm-beach list, bakery circuit) | IG · saves engine |
| 4 · The story post | The human beat (the mill drive-by, the palette-per-village plan, nine bags) | IG · World/Founder pillar |
| 5 · Three pins | 2:3 verticals from the pin bank below, live before the Jan–Mar window | Pinterest → article |
| 6 · The hotel beat | "Where we stayed" feeds the hotels-that-have-met-a-toddler series + the partner pitch (see the shortlist) | IG Taste + partnerships |
| 7 · The DM hook | Each city gives creator outreach a specific opener ("your Positano guide — here's our Como one") | Seeding DMs |
Each journal guide yields 3 pins (2:3 vertical, text overlay, link to the article). Boards: "European Cities with Kids" · "Family Packing, One Palette" · "Beach Trips with Littles". Titles below are the pin text; descriptions go in the pin's alt/description field with the search phrases intact.
| City | Pin titles (3 each) | Search phrases to keep in the description |
|---|---|---|
| Como | "Lake Como with kids: the playground map" · "Why the ferry beats the car on Lake Como" · "Bellagio with a stroller, honestly" | lake como with kids · italy family vacation · bellagio with toddlers |
| Lisbon | "Lisbon's stroller secret: the escalator" · "Lisbon with toddlers: the 5-day shape" · "Cascais: the beach day from Lisbon" | lisbon with kids · portugal family travel · sintra with toddlers |
| Amsterdam | "The Amsterdam café where kids cook lunch" · "Amsterdam canal cruise with toddlers: go at 9:30" · "Haarlem: Amsterdam's calmer day trip" | amsterdam with kids · netherlands family trip · vondelpark with children |
| Copenhagen | "Copenhagen's playground with traffic laws" · "Tivoli with littles: go at dusk" · "Copenhagen's cinnamon roll itinerary" | copenhagen with kids · tivoli gardens with toddlers · denmark family travel |
| London | "London with a baby: the gentlest first trip" · "The Thames Clipper: London's £10 secret" · "London restaurants that welcome babies" | london with a baby · first international trip with baby · london family travel |
| Paris | "Paris with a baby: take the train" · "The Sacré-Coeur picnic square nobody knows" · "Paris bistros with a baby: the lunch rule" | paris with a baby · eurostar with kids · montmartre with children |
| Sydney | "Sydney with small kids: why it's the best big city" · "Watson's Bay: the ferry morning" · "Sydney's calm beaches for littles, mapped" | sydney with kids · australia family travel · manly with toddlers |
| Item | Detail |
|---|---|
| Account setup (once, before 7/9) | Handle @iverywhere (or nearest); bio: "Travelwear for families who move. Coordinated, not matching. Detroit → everywhere. Landing Sept 1." + lead-magnet link (LinkinBio optional — a straight link to the password page converts fine); wordmark avatar on Brunswick green; switch to Business account and connect to the Facebook page so creator whitelisting is possible later (per the marketing plan). |
| The face policy (decide once) | INTERVIEW — the girls on camera: faces, backs-and-hands only, or fully out. Everything above works under any of the three — kids "loose in the frame" reads beautifully from behind. Decide before Week 1 and never waver; consistency IS the policy. |
| The listening loop | Every Sunday question box is research: screenshot answers into a running note. Pain points you hear ≥3× become next month's Useful posts — and product-roadmap notes. This is the "listening to customer pain points" engine, made mechanical. |
| Grade everything | Phone clips get the house grade too (the Lightroom mobile preset from the art-direction doc) — it's what makes a kitchen-table Reel and a Como frame feel like one brand. |
| Comments > posting | 15 min/day in the comments of the creators/accounts the ICP follows (thoughtful, zero-pitch, from the brand handle). Pre-launch, this outperforms an extra post. |
| What good looks like by Sept 1 | Per the marketing plan's math: the list is the metric (1,000+), not follower count. A 400-follower account with 1,000 emails wins; the reverse loses. Every week's soft push points at the bio link, never at a "shop." |