WEEKNIGHTS — BRAND STRATEGY AND IDENTITY
Built a brand identity and creative strategy for a new Amsterdam platform connecting people with social clubs and community events, from positioning and visual identity through to digital presence.
Duration
2025-2026
Client
Weeknights
Services
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Brand Identity
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Art Direction
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Photo & Video
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Copywriting
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Web Design
Challenge
Weeknights is an early-stage start-up with a strong product idea but nothing around it yet. No name recognition, no visual language, no tone of voice. They needed a brand that could resonate with an Amsterdam audience looking for genuine social connection, not just another events platform.
Solution
I led the brand and creative strategy end-to-end, starting with positioning and working outward into identity. That meant defining what Weeknights stood for, who it was speaking to, and how it should feel, then translating that into a visual system, copywriting direction and website that held it all together. The insight driving everything was that the audience was not looking for more things to do — they were looking for somewhere to belong.
Impact
Delivered a complete brand platform that gave Weeknights a distinctive, credible identity to launch with, one that reflected the community focus at the heart of the product and gave the founding team a clear creative foundation to build from.