As a brand strategy consultant for WEEKDAY, I created a Long Lead Brand Concept for the global market. The objective was to create a scalable concept for a broad reach target audience, based on Weekday The Creative Collective. I based the concept on insights about Gen-Z relations to street fashion and long lead trend drivers.



The xx-day concept i created now acts as a long lead direction with a strategic framework to build seasonal campaigns with distinctiveness and recognition but also open for freedom of seasonal creativity.