This is a speculative rebrand project of the Swedish street/fashion brand, Weekday. The all-inclusive rebrand included brand strategy, brand marks, typography, color, graphic language, photography and brand applications, packaged into comprehensive Visual Identity Guidelines.

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​After conducting research on Weekday’s brand story, mission, history, context, audience, competitors and visual identity, I focused on setting them apart from other mid-level high street fashion brands, which all share similar styles of “minimalist” brand design. I aimed to turn Weekday into something original and contemporary, to reflect their youthful fashion products and unique experimental and artful offerings to their customers, such as body scan technology and screen print facilities.