diff --git a/.github/PULL_REQUEST_TEMPLATE.md b/.github/PULL_REQUEST_TEMPLATE.md
index 3847d83..f91e2e1 100644
--- a/.github/PULL_REQUEST_TEMPLATE.md
+++ b/.github/PULL_REQUEST_TEMPLATE.md
@@ -1,6 +1,6 @@
 ### All Submissions:
 
-* [ ] Have you followed the [Newspack Contributing guideline](https://github.com/Automattic/newspack-theme/blob/master/.github/CONTRIBUTING.md)?
+* [ ] Have you followed the [Newspack Contributing guideline](https://github.com/Automattic/newspack-theme/blob/trunk/.github/CONTRIBUTING.md)?
 * [ ] Have you checked to ensure there aren't other open [Pull Requests](../../pulls) for the same update/change?
 
 <!-- Mark completed items with an [x] -->
diff --git a/README.md b/README.md
index 1281b1e..2ab6256 100644
--- a/README.md
+++ b/README.md
@@ -53,30 +53,51 @@ Will validate TypeScript code in the project. This requires a `tsconfig.json` fi
 
 This package contains a configuration of [`semantic-release`](semantic-release.gitbook.io/), which can be used for automated software releases, published on Github. It's configured to work with the following repository branch setup:
 
-1. `master` – ongoing development
+1. `trunk` – ongoing development
 1. `alpha` – release candidate
+1. `hotfix/*` - for testing urgent bugfixes
+1. `epic/*` - for testing large-scale features
 1. `release` – the production-ready, released code
 
 The following assumes that CI will run:
 
-1. `npm run release` for `release`, `alpha`, and `hotfix/*` branches
+1. `npm run release` for `release`, `alpha`, `hotfix/*`, and `epic/*` branches
 1. `post-release.sh` script on `release` branch, after the above command completes
 
 ### Regular release flow
 
-1. Commit ongoing changes to `master` branch, using [structured commit messages](https://www.conventionalcommits.org/en/v1.0.0/)
-1. Merge `master` into `alpha` to create a release candidate (e.g. `1.2.0-alpha.1`)
-1. Merge `alpha` into `release` to create a release (e.g. `1.2.0`)
-1. `alpha` branch will be reset on top of `release`
-1. `master` branch will be updated with the changes from the `release` branch
+1. Create a new branch off the `trunk` branch.
+1. Commit changes to your branch using [structured commit messages](https://www.conventionalcommits.org/en/v1.0.0/).
+1. Open a pull request for review based on `trunk`. Changes must be tested and approved before merging.
+1. Merge approved changes to the `trunk` branch. When merging into `trunk`, SQUASH the merge.
+1. Merge `trunk` into `alpha` to create a release candidate (e.g. `1.2.0-alpha.1`). When merging `trunk` into `alpha`, DO NOT SQUASH the merge.
+1. Merge `alpha` into `release` to create a production release (e.g. `1.2.0`). When merging `alpha` into `release`, DO NOT SQUASH the merge.
+1. `alpha` branch will be reset on top of `release`.
+1. `trunk` branch will be updated with the changes from the `release` branch.
+
+### Epic feature release flow
+
+For large-scale features that require more than one interdependent branch throughout development.
+
+1. Create a new `epic/*` branch off the `trunk` branch. Push the branch to GitHub so all engineers can work off it simultaneously. **Keep this branch up-to-date with `trunk`, to minimize the risk of merge conflicts.**
+1. Create new sub-branches off the epic branch. **Keep sub-branches up-to-date with the `epic/*` branch, to minimize the risk of merge conflicts.**
+1. Commit changes to your sub-branches using [structured commit messages](https://www.conventionalcommits.org/en/v1.0.0/).
+1. Open pull requests for review based on the `epic/*` branch. Changes must be tested and approved before merging.
+1. Merge approved changes to the `epic/*` branch. When merging into `epic/*`, DO NOT SQUASH the merge.
+1. A new "epic" pre-release (e.g. `1.2.0-epic-feature.1`) will be tagged and published when changes are merged via PR. Use epic releases for QA and other pre-release testing.
+1. Once all features in the `epic/*` branch have been tested and approved, open a pull request for final review based on `trunk`. Final review doesn't require full-scale functional testing, only a review of the changeset (as changes have already been tested in individual PRs).
+1. Merge the `epic/*` branch to the `trunk` branch. When merging an epic branch into `trunk`, SQUASH the merge.
+1. Once `epic/*` has been merged to `trunk`, follow the regular release flow to generate release candidates and production releases.
 
 ### Hotfix release flow
 
-1. Create a new `hotfix/*` branch off the `release` branch
+1. Create a new `hotfix/*` branch off the `release` branch.
+1. Commit changes to your branch using [structured commit messages](https://www.conventionalcommits.org/en/v1.0.0/).
 1. Push the branch to Github, so the CI can process it – _don't create a PR just yet!\*_
-1. A new "hotfix" pre-release (e.g. `1.2.0-hotfix.1`) will be published
-1. Merge the hotfix branch into `release` to create a release
-1. `alpha` & `master` branches will be updated with the changes from the `release` branch
+1. A new "hotfix" pre-release (e.g. `1.2.0-hotfix.1`) will be tagged and published.
+1. Open a pull request for review based on `release`. Changes must be tested and approved before merging.
+1. Merge the hotfix branch into `release` to create a release. When merging a hotfix into `release`, SQUASH the merge.
+1. `alpha` & `trunk` branches will be updated with the changes from the `release` branch.
 
 \* `semantic-release` [will not release if the CI job was triggered by a PR](https://github.com/semantic-release/semantic-release/blob/971a5e0d16f1a32e117e9ce382a1618c8256d0d9/index.js#L48-L51)
 
diff --git a/post-release.sh b/post-release.sh
index f0f6add..7bac57a 100755
--- a/post-release.sh
+++ b/post-release.sh
@@ -47,24 +47,24 @@ else
   fi
 fi
 
-# Update master branch with latest changes from the release branch, so they are in sync.
-echo '[newspack-scripts] Merging the release branch into master.'
-git checkout master
+# Update trunk branch with latest changes from the release branch, so they are in sync.
+echo '[newspack-scripts] Merging the release branch into trunk.'
+git checkout trunk
 
-# Merge release branch into master branch, and notify the team if any conflicts arise.
+# Merge release branch into trunk branch, and notify the team if any conflicts arise.
 git merge --no-ff release -m "chore(release): merge in release $LATEST_VERSION_TAG"
 if [[ $? == 0 ]]; then
-  echo '[newspack-scripts] Pushing updated master to origin.'
+  echo '[newspack-scripts] Pushing updated trunk to origin.'
   git push "https://$GITHUB_TOKEN@github.com/$CIRCLE_PROJECT_USERNAME/$CIRCLE_PROJECT_REPONAME.git"
 else
   git merge --abort
-  echo '[newspack-scripts] Post-release merge to master failed.'
+  echo '[newspack-scripts] Post-release merge to trunk failed.'
   if [ -z "$SLACK_CHANNEL_ID" ] || [ -z "$SLACK_AUTH_TOKEN" ]; then
     echo '[newspack-scripts] Missing Slack channel ID and/or token. Cannot notify.'
   else
     echo '[newspack-scripts] Notifying the team on Slack.'
     curl \
-      --data "{\"channel\":\"$SLACK_CHANNEL_ID\",\"blocks\":[{\"type\":\"section\",\"text\":{\"type\":\"mrkdwn\",\"text\":\"⚠️ Post-release merge to master failed for: \`$CIRCLE_PROJECT_REPONAME\`. Check <$CIRCLE_BUILD_URL|the build> for details.\"}}]}" \
+      --data "{\"channel\":\"$SLACK_CHANNEL_ID\",\"blocks\":[{\"type\":\"section\",\"text\":{\"type\":\"mrkdwn\",\"text\":\"⚠️ Post-release merge to \`trunk\` failed for: \`$CIRCLE_PROJECT_REPONAME\`. Check <$CIRCLE_BUILD_URL|the build> for details.\"}}]}" \
       -H "Content-type: application/json" \
       -H "Authorization: Bearer $SLACK_AUTH_TOKEN" \
       -X POST https://slack.com/api/chat.postMessage \
diff --git a/scripts/release.js b/scripts/release.js
index 0baff39..383f334 100644
--- a/scripts/release.js
+++ b/scripts/release.js
@@ -41,6 +41,13 @@ const getConfig = ({ gitBranchName }) => {
         // is not valid, though. See https://semver.org/#spec-item-9.
         prerelease: '${name.replace(/\\//g, "-")}',
       },
+      // `epic/*` branches – for beta testing/QA pre-release builds.
+      {
+        name: "epic/*",
+        // With `prerelease: true`, the `name` would be used for the pre-release tag. A name with a `/`
+        // is not valid, though. See https://semver.org/#spec-item-9.
+        prerelease: '${name.replace(/\\//g, "-")}',
+      },
     ],
     prepare: ["@semantic-release/changelog", "@semantic-release/npm"],
     plugins: [
@@ -69,17 +76,19 @@ const getConfig = ({ gitBranchName }) => {
     ],
   };
 
-  // Unless on a hotfix branch, add a commit that updates the files.
-  if (gitBranchName.indexOf("hotfix/") !== 0) {
+  // Bump the semver and prepare a build package.
+  config.prepare.push([
+    // Increment the version in additional files, and the create the release archive.
+    "semantic-release-version-bump",
+    {
+      files: filesList,
+      callback: "npm run release:archive",
+    },
+  ]);
+
+  // Unless on a hotfix or epic branch, add a commit that updates the files.
+  if (gitBranchName.indexOf("hotfix/") !== 0 && gitBranchName.indexOf("epic/") !== 0) {
     utils.log(`Plugin files and the changelog will be updated.`);
-    config.prepare.push([
-      // Increment the version in additional files, and the create the release archive.
-      "semantic-release-version-bump",
-      {
-        files: filesList,
-        callback: "npm run release:archive",
-      },
-    ]);
     config.prepare.push({
       path: "@semantic-release/git",
       // These assets should be added to source control after a release.
@@ -93,8 +102,9 @@ const getConfig = ({ gitBranchName }) => {
         "chore(release): ${nextRelease.version} [skip ci]\n\n${nextRelease.notes}",
     });
   } else {
+    const branchType = gitBranchName.indexOf("hotfix/") === 0 ? 'hotfix' : 'epic';
     utils.log(
-      `This is a hotfix branch, plugin files and the changelog will *not* be updated.`
+      `This is a ${branchType} branch, plugin files and the changelog will *not* be updated.`
     );
   }
 
diff --git a/src/@orb.yml b/src/@orb.yml
index 9431f45..5270831 100755
--- a/src/@orb.yml
+++ b/src/@orb.yml
@@ -4,5 +4,5 @@ description: >
   Newspack shared CI config.
 
 display:
-  home_url: "https://newspack.pub"
+  home_url: "https://newspack.com"
   source_url: "https://www.github.com/Automattic/newspack-scripts"