Concept · v1 · Oct 2Marketing angleStealth — nothing public
The big ideas, in paper
The decks already make the argument: the invisible wall, a new layer and not another tool, live in the tools people already use, any MCP-compatible platform, and you own what travels. Those lines are written for investors. This angle says each one plainly, as a 15-second paper short with one move and one line, so a person who has never seen the deck gets it in one watch.
01 · The angle
Same idea, three registers.
The positioning's register rule (2026-09-23) splits the descriptor by audience: the noun for people who need to know where Relay sits, the verb for everyone who needs to know what it does. The decks speak the noun. Marketing speaks the verb. These shorts are the verb, drawn.
Deck · investors, architects
The invisible wall.
The problem slide (M02). It names the problem in a phrase.
Plain · everyone else
The session ends, and you hit a wall.
Says what happens to you, in the second person, present tense.
Paper · fifteen seconds
Notes pile up; a clear pane drops; the work bounces off it.
The picture you remember, and it plays muted with captions.
02 · Five ideas, five shorts
Each one is one move.
The shorts play below: click one, and it starts with sound. Each also plays alone, in 16:9 or 9:16 with captions burned in. They are drawn by the explainer studio (marketing/explainer), with the same cast as the feature shorts and the onboarding lessons.
Deck“The invisible wall. The model does the work. The session ends. The context is gone.” (M02, the problem)
PlainThe session ends, and you hit a wall. Relay carries your work through it.
PicturePage's notes pile up. A clear pane drops when the session ends, and the notes bounce off it. On the far side the next session stands blank. A hand takes the Code through, and the next session wakes up with the work.
Safe: it's the problem, and the user's side of the fix. Nothing about how it crosses.
Deck“A new layer, not another tool … infrastructure beneath the agent platforms, an index across them, not a replacement for any.” (M07)
PlainRelay isn't one more AI tool. It runs under the tools you already use, and moves your work between them.
PictureFour tools on a shelf. One more boxed AI tool lands on the end and gets crossed out. A teal strip slides in under all of them, and the plan rides it from the first tool to the last.
Safe: the stack picture, without the noun. On a public surface, "under the tools" is the plain way to say "layer".
Deck“Active now, with the tools people already use. … No integration required.” (M08); “Platform-agnostic” (the AI vision)
PlainYour team doesn't all use the same AI. They don't have to.
PictureThree tools, each on its own paper stock and dressed for its own kind of work, each holding a different version of the plan. The current plan is wrapped once, and the same Code lands in all three. Now everyone is on v4.
Careful: "works in the tools they already use" is true for tools that support MCP. Third-party names and logos stay off until EC clears each one, so the tools are paper characters.
Deck“Live with … custom agents and any MCP-compatible platform. No integration required.” (M08)
PlainIf it speaks MCP, it speaks Relay. No integration to write.
PictureA homemade agent made of taped-up graph paper plugs into the strip with a plug that says MCP. The to-do "write the integration" is struck through. Then it receives a Code from one tool and sends one on to another.
Safe: MCP is a protocol, not a product name. It's for builders and developer audiences; a general audience gets idea 03 instead. Don't draw agent-to-agent routing: A2A is built but dormant (positioning, rung 5).
Deck“Portable, collaborative, sovereign context for AI work.” (M01); “Relay carries it under your rules: who can receive it, where it's allowed to go.” (M06)
PlainYou choose what travels, and who takes it in. Every hop is on the record.
PictureThree of Page's notes are ticked to go, and the personal one stays. The Code says it's for Memo, passes another tool by, and Memo takes it in. A trail above records when it was sent, who took it in, and when.
Safe at the level of shape: who, what moved, and when, never what's inside. No locks, vaults or keys are drawn (outcome-level only until the provisional files).
03 · Executions
Where the ideas show up.
The carousel: “Five things Relay is (and one it isn't)”
A 4:5 carousel built from the shorts' poster frames and lines in the Asset Builder. Each slide is one idea; the cover asks the question the deck answers.
RELAYYour AI forgets at the end of every session.Five ideas, one swipe each →
01The session ends. Your work hits a wall.Relay carries it through, so the next one starts where you stopped.
02Not another AI tool.It runs under the ones you use, and moves your work between them.
03Use the AI you like.Your team doesn't have to match tools to work from the same version.
04If it speaks MCP, it speaks Relay.No integration to write.
05You own what travels.You choose what goes and who takes it in. It's on the record.
The site: a “why Relay” band
Five rows that each pair a muted 9:16 loop with its plain line, in the order the deck argues: problem → what it is → where it fits → who it works with → who owns it. This is the story part of the site; How Relay works is the demonstration part, and the two sit next to each other.
Founder-led sends and talks
An intro email carries one idea: the one that fits the person (02 for a team lead, 04 for a builder).
A talk opens on 01, and the deck's M02 slide plays it in place of the static figure.
A follow-up after a demo sends 05, the question every buyer asks second.
04 · Copy bank
Lines to pick from.
Idea
Headline
Alternates
01 · Wall
The session ends. Your work shouldn't.
Every AI session hits a wall. · Close the chat, keep the work.
02 · Not a tool
Not another AI tool.
It runs under the ones you use. · Keep your tools. Move your work.
03 · Any tool
Use the AI you like.
Your team doesn't have to match tools. · Different AIs, same version.
04 · MCP
If it speaks MCP, it speaks Relay.
No integration to write. · Your agent, on the same footing.
05 · Yours
You own what travels.
You choose what goes, and who takes it in. · Every hop, on the record.
Checked against the voice guide's never-list: no "seamless", "memory", "vault" or "enterprise"; no Code length; "relay" is the only verb; and one closing line per surface (the brand line stands alone).
05 · Gates and open calls
Before any of it goes out.
Stealth. Named people only, through an Access sign-in or a file sent directly. No public channel, and no campaign code.
Ada passes the copy (relay-gtm) before anything external.
Third-party names. None are drawn or said. "MCP" is a protocol; EC to confirm it's fine in copy for developer audiences.
Open: the series name. "The big ideas" (working), "Relay, in one move", or no name and just the five lines. Recommendation: no series name in public, because each short stands alone.
Open: which two lead.Recommendation: 01 (the problem everyone recognises) and 03 (the one that differentiates in a team).
Shorts: marketing/explainer/shorts/idea-*/ (script, voice, film). Render: node tools/render.mjs shorts/idea-invisible-wall; add --q format=vertical for 9:16. Sources: relay-board docs/strategy/positioning.md, the Elevate and enterprise-pilot deck models in decks/exports/.