←

Weekday
Brand Transformation 2024

Partnering with H&M Group to evolve Weekday from a mono-brand retailer into a curated, multi-brand platform, bringing together Weekday, Cheap Monday and Monki.

Working closely with Weekday's senior leadership across a series of workshops in Stockholm, we defined the brand's purpose;"Galvanising True Expressions", alongside a unified brand architecture, an elevated design system and an end-to-end marketing model. The result: a brand positioned to reach a new audience in culturally relevant ways.

A selection of design experiments created throughout the process, exploring the potential new direct

The first creative executed by in-house teams, working from the vision and direction we outlined.

---

©2026 All Rights Reserved