Case: WEEKDAY Long-Lead Brand Concept – Activating the brand through creative consistency and cultural relevance

Objective

Weekday already had a clear winning game strategy in place. The task was not to redefine the brand but to activate it at scale within the Brand Builder segment.

The objective was to create a long-lead global brand concept that could:

• Strengthen brand-building campaigns globally

• Stay relevant in a fast-moving street fashion and lifestyle culture

• Scale over time without losing meaning or creative edge

• Capture seasonal zeitgeist while remaining strategically consistent

The concept needed to work as a foundation for global campaigns, helping Weekday grow emotional connection, recognition, and top-of-mind awareness among its core street fashion audience, while also being bold enough to attract more progressive brand shapers.

What I Did

Working closely with the brand team, CEO, executive team, channel owners, and assortment and creative teams, I developed a long-lead brand concept designed to activate Weekday’s brand promise:

We Are The Creative Collective. Reshaping the World Around Us.

The result was the concept Elevate Everyday. A love story about creativity and how it helps us break through the density of day-to-day reality to reveal the elevated moments hidden within our days.

The concept was intentionally designed to be flexible and durable, allowing Weekday to react to culture and seasons without losing its core narrative.

Activating the Brand Builder segment

The concept sits clearly within the Brand Builder layer of Weekday’s Winning Game Strategy. Its role was to strengthen emotional connection, brand recognition, and cultural relevance at scale, rather than to provoke or purely drive conversion.

It became the strategic foundation for multiple seasonal brand campaigns, including:

• FW23: The Class of Not Giving a Fuck, celebrating individuality, confidence and self-expression rooted in Gen-Z insights

• SS24: Elevate Everyday, a continuation of the long-lead idea, translated through seasonal energy and contemporary culture

Each campaign was different in tone and expression but consistent in meaning.

The Brand Diamond as creative system

A key part of the work was structuring creativity through the Brand Diamond, ensuring the concept could scale creatively without fragmenting.

The concept was built across four dimensions:

Creative Length: PICK YOUR DAY, Establishing long-term recognition through ownership of everyday life. By repeatedly returning to days, routines, and shared moments, the brand builds familiarity and memory over time. -

Creative Depth: PICK YOUR MOMENT, creating distinctiveness by connecting to real, recognizable moments in people’s lives. The stories focus less on product and more on emotions, tensions, and truths hidden in the everyday.

Creative Width: PICK YOUR PEOPLE, bringing the creative collective to life through people, collaborations, and communities. The collective becomes proof of relevance and cultural credibility, not just a visual device.

Creative Height: BE CREATIVE, Allowing seasonal creativity, trends, and aesthetics to take the lead without breaking the foundation. This is where Weekday reacts to zeitgeist, fashion movements, and cultural energy.

Together, these four perspectives turned the concept into a creative operating system, not just a campaign idea.

Results

The Long-Lead Brand Concept gave Weekday a clear and scalable way to activate its brand globally.

The outcome included:

• A durable creative foundation for global Brand Builder campaigns

• Stronger consistency across seasons without limiting creative freedom

• A clearer emotional connection to the street fashion lifestyle audience

• A concept capable of evolving with culture while staying recognisably Weekday

Most importantly, the work proved that brand building at scale doesn’t require constant reinvention. It requires a strong idea, structured creativity, and the confidence to stay with it long enough to matter.