diff --git a/.github/workflows/deploy-site.yaml b/.github/workflows/deploy-site.yaml
index f5b115d..b18b585 100644
--- a/.github/workflows/deploy-site.yaml
+++ b/.github/workflows/deploy-site.yaml
@@ -38,8 +38,16 @@ jobs:
         # without hitting the anonymous GitHub API rate limit.
         GITHUB_TOKEN: ${{ secrets.GITHUB_TOKEN }}
 
+    # wrangler pages deploy will not create a project in CI (stdin is not a
+    # TTY). Create "memcache" on first publish so a new site can go live.
     - name: Publish to Cloudflare Pages
       env:
         CLOUDFLARE_API_TOKEN: ${{ secrets.CLOUDFLARE_API_TOKEN }}
         CLOUDFLARE_ACCOUNT_ID: ${{ secrets.CLOUDFLARE_ACCOUNT_ID }}
-      run: pnpm exec wrangler pages deploy site/dist --project-name=memcache --branch=main --commit-dirty=true
+      run: |
+        set -euo pipefail
+        if ! pnpm exec wrangler pages project list --json \
+          | jq -e 'any(.[]; ."Project Name" == "memcache")' >/dev/null; then
+          pnpm exec wrangler pages project create memcache --production-branch=main
+        fi
+        pnpm exec wrangler pages deploy site/dist --project-name=memcache --branch=main --commit-dirty=true