The challenge
Weeknights had a compelling product idea but no established brand presence. It needed a name, positioning, visual identity and tone of voice that would resonate with an Amsterdam audience looking for genuine social connection, rather than another events platform.
Solution
Led brand and creative strategy end-to-end, starting with positioning and working outward into identity. Defined what Weeknights stood for, who it was speaking to and how it should feel, translating the strategy into a cohesive visual system, copywriting direction and digital experience.
The central insight was that the audience wasn't looking for more things to do; they were looking for somewhere to belong.
Outcome
Delivered a complete brand platform that gave Weeknights a distinctive identity and a strong foundation to launch from. Rooted in the community at the heart of the product, the work gave the founding team a clear creative direction to build on and grow with. Since launch, Weeknights has gone on to secure funding and continues to grow as a business.